BEAUTY Flaw­less foun­da­tion

There's been a flood of brands ex­tend­ing their foun­da­tion ranges. Gone are the days when “di­ver­sity” meant hav­ing only a dozen shades to choose from

Hello! Middle East - - THIS WEEK -

When Ri­hanna de­buted Fenty Beauty, her in­clu­sive line of make-up for women of all colours and skin tones, in Septem­ber 2017, her Pro Filt’r range of­fered 40 shades of foun­da­tion and be­came some­thing of a bench­mark for brands. Although the pop su­per­star (pic­tured) wasn’t the first to of­fer such an ex­ten­sive range of shades, the fan­fare and suc­cess of its launch means it’s of­ten sin­gled out as the brand that raised the bar. Most launch with much more lim­ited ranges.

Fenty Beauty also de­serves credit for the fact that Pro Filt’r is truly in­clu­sive: in­stead of an as­sort­ment of mostly beige, its shades are evenly dis­trib­uted across the spec­trum, cater­ing for every­thing from al­bino skin

(shade 100), through Ri­hanna’s go-to 340, right up to the much darker 490.

“The world is chang­ing and it’s an ex­cit­ing time,” says Ateh Jewel, a beauty jour­nal­ist who writes about cel­e­brat­ing beauty for all skin tones. “Fenty Beauty laid down the gaunt­let to other brands – the brand is said to have made US$72mil­lion [AED265m] in me­dia value in just one month and is set to make more than US$100mil­lion [AED367m] in rev­enue in its first year of busi­ness.”

This year, beauty brands at both ends of the price spec­trum have ex­panded their shade ranges – Dior, MAC and May­belline have re­cently added ex­ten­sions to their lines, while No7 has launched a range of foun­da­tion pig­ment “drops” de­signed to cus­tomise your cov­er­age pre­cisely.

But while things are mov­ing in the right di­rec­tion, the beauty in­dus­try still has a long way to go. “I strug­gle to find darker shades of foun­da­tion in some stores and es­pe­cially the air­port,” says Ateh. “Hav­ing dark skin can mean you are pe­nalised when it comes to avail­abil­ity and con­ve­nience.”

While In­sta­gram is a fo­rum where brands are of­ten called out by con­sumers for a lack of di­ver­sity, Ateh points out that it’s also a great place to find oth­ers with a sim­i­lar tone and see how prod­ucts work on them. Here, hello! is shin­ing a light on some of the cham­pi­ons of in­clu­siv­ity.

Clin­ique BIY Blend It Your­self Pig­ment Drops num­ber 155, AED103/US$28, from sel­fridges.com.These drops can be mixed into your mois­turiser or primer for a cus­tomised colour and cov­er­age May­belline Fit Me Matte+Pore­less Foun­da­tion in Soft Sand, AED20/US$5, from lookfan­tas­tic.ae. The high street giant ex­tended its range to 35 shades ear­lier this year

Fenty Beauty Pro Filt’r Soft MatteLong­wear Foun­da­tion in 340, AED170/US$46, from sephora.ae. It took two years for Ri­hanna’s highly an­tic­i­pated make-up brand Fenty Beauty to hit the mar­ket; most of the time was spent de­vel­op­ing the 40 foun­da­tion shades

Dior Back­stage Face & BodyFoun­da­tion in 1N, AED116/US$32.Dior has a “Find your per­fect shade” tool on its web­site which makes it easy to match your­self to one of the 40 Back­stage build­able shades

L’Oréal Paris True Match Su­per- Blend­able Foun­da­tion in Honey, AED59/US$16, from wo­jooh.com.When it launched in 2016, the cam­paign fea­tured women dis­cussing how they strug­gled to find a suitable foun­da­tion when grow­ing up

Bobbi Brown Skin Long-Wear Weight­less Foun­da­tion in Cool Golden, AED189/US$51, from ou­nass.ae. You can see the 31 shades of this full-cov­er­age foun­da­tion swatched on 31 dif­fer­ent mod­els on­line

Estée Lauder Dou­ble Wear Stay-in-Place Makeup in Rich Java, AED184/US$50, from ou­nass.ae. Anok Yai, an Egyp­tian-born Amer­i­can model of Su­danese de­scent, is the new face of this 61-shade range

MAC Stu­dio Fix Fluid in NC46; AED170/US$46, visit mac­cos­met­ics.ae. MAC Stu­dio Fix foun­da­tion was al­ready avail­able in 42 shades; this year that in­creased to an im­pres­sive 64

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