(Photo: Instagram/Bobbi Brown)
Too often we’ve walked through beauty aisles to find brands offering nothing more than the three “standard” fair, medium, and dark foundation shades — or even worse, a lack of medium to dark options altogether. This really leaves one to wonder: in what world do these beauty brands live in? Because the world we live in contains people of many complexions, and there is no way that a collection of three to seven foundation choices properly represents this reality.
The reason why foundation is quite possibly the hardest beauty product to shop for is simple: There are not enough options. In fact, the launch of Rihanna’s Fenty Beauty line in 2017 is proof that there is a true need for more diverse shades in the industry. Within weeks of the brand releasing its Pro Filt'r Soft Matte Longwear Foundation, which includes over 40 shades, its darker shades were the first to sell out. Maybelline is another popular brand that also took its consumers' concerns into consideration. In May 2017, the popular drugstore brand expanded its top-selling foundation, Maybelline Fit Me!, with 16 new shades, giving them a total of 40 shades to choose from.
Luckily, like Fenty Beauty and Maybelline, there are several pioneering beauty brands that have made it their mission to create more inclusive beauty collections. Plus, a few are continuing to expand existing collections to better fit the consumer’s needs.
Here are ten beauty brands that have made it so much easier to find your perfect foundation match.
Make Up For Ever
Make Up For Ever’s Ultra HD Invisible Cover Foundation is known for its camera-ready finish, which is why it’s beloved by so many celebrity makeup artists. Better yet? It comes in 40 shades to choose from.
As we mentioned before, Rihanna made waves across the beauty industry when she launched the Pro Filt'r Soft Matte Longwear Foundation with 40 spot-on shades. The matte formula blends right into your skin for a smooth cake-free finish.
For the past two decades, Bobbi Brown has focused on creating products that work for all complexions by providing wide shade ranges. Its newest foundation launch, Skin Long-Wear Weightless Foundation SPF 15, contains 30 diverse color options and its popular Foundation Stick is available in 31 shades.
In addition to expanding its Fit Me! Foundation range to 40 shades, the cult favorite brand continues to grow additional collections like the Maybelline Instant Age Rewind Eraser Dark Circles Concealer Treatment (Fun Fact: It also happens to be Katie Maloney-Schwartz's favorite concealer).
Kat Von D Beauty
Not only is Kat Von D’s Lock-It Foundation powerful enough to completely cover a tattoo, but it’s also available in 30 skin-loving shades with a variety of warm and cool undertones.
Huda Kattan’s Huda Beauty #FauxFilter Foundation, which comes in 30 shades, provides full coverage that will instantly conceal any imperfections.
With its popular BarePro Liquid Foundation and cult-favorite Original Loose Powder Foundation, each available in 30 shades, bareMinerals is a brand that’s dedicated to helping you find your perfect fit. In fact, the company is so dedicated that it even launched an app that will color match your skin and create your very own custom Freshed Faced Foundation blend.
With every new foundation launch, NARS continues to grow its shade selection. The brand’s new Natural Radiant Longwear Foundation is available in 33 shades, with plenty of medium to deep colors to choose from.
Lancome’s Teint Idole Ultra 24H Longwear Foundation is already available in 40 diverse shades, but just in case you don’t happen to find a match within this extensive collection, the brand also launched customizable foundation Le Teint Particulier. With the use of a skin scanner available at Nordstrom stores, experts can find your exact shade, then a custom bottle of your own foundation formula is created right in front of you. There are over 72,000 possibilities!
Black|Up specifically provides women of color with shade options that are typically harder to find. Its Matifying Fluid Foundation comes in 18 shades, all made to complement medium to deeper skin tones.
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