foundation matching
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In a World of Full Spectrum Foundation Ranges, an Ulta Shopper Is Told She Is 'Too Dark for Most Colors in the Store'
It’s 2020, and after decades of greige, beauty brands across America now regularly stock over 40 shades to accommodate a wide range of skin tones. But as Ulta client Ebony Kankam London learned when she attempted to get her makeup at the beauty chain’s Holmdel, N.J. location in preparation for her baby shower, accessing those…
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Gift, or Gimmick? What's the Deal with Pür’s 100-Shade Foundation Debut?
Does size really matter? When it comes to which cosmetic company has the most diverse foundation range, apparently so. Since 2017’s 40-shade Fenty Beauty launch, we’ve watched company after company attempt to match or exceed their all-inclusive ethos (thanks, Rihanna), with occasionally deeply disappointing results (see: Morphe and Beautyblender). The moral? Quantity is nothing without quality.…
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3 Kingdoms of Creamy Complexions: Juvia’s Place to Debut Their 1st Foundation Line on May 20
Makeup lovers of all ethnicities have fallen in love with Juvia’s Place cosmetics; their super-saturated pigments and gorgeously curated, African-themed palettes make dramatically colorful looks easy—and stunningly affordable. Now, the black-owned brand is getting into the foundation game. On May 20, the brand will drop 42 shades of long-wearing, “velvety matte” foundation called “I Am…
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New Product Alert: Mented Cosmetics Wants to See Your 'Skin'
The pursuit of the perfect foundation could potentially go on forever—but thanks to Rihanna and her 2017 Fenty Beauty launch, more and more brands are being put to the test. Meanwhile, in Black-owned beauty land (the best land of all), the founders of Mented Cosmetics have never swayed from their desire to center darker shades.…
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50 Shades of Game: Fenty's Got Fresh Products and Foundation Shades on the Way
Fun fact: While many little makeup-obsessed girls were dreaming of sampling their mothers’ lipsticks or eyeshadows, I was the only 7-year-old I knew who couldn’t wait to wear concealer. Those of you who have hereditary dark circles know what I’m talking about: constantly being told you look tired, feeling like your eyeshadow can’t compete with…
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More Full-Spectrum Beauty: Milk Makeup Increases Its Shade Range
Devotees of Milk Makeup’s Blur Liquid Matte foundation may now have a better chance at meeting their perfect match. The vegan, cruelty-free cosmetics line just added eight new shades to its year-old, oil-free foundation-range, expanding its options to a full 24 shades, launched Tuesday. While 24 obviously pales in comparison to, say, 40, Milk’s new…
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Can't Stop, Won't Stop: NYX Cosmetics Collabs With Vlogger Alissa Ashley on 45 Shades of Foundation
The Fenty Effect can’t stop, won’t stop; and thankfully, it now doesn’t cost $34 to find your perfect foundation match, as less than a year after Fenty Beauty’s groundbreaking 40-shade launch, it now feels almost requisite for other cosmetics brands to get into the act. Doesn’t inclusion feel—and look—good, y’all? Who got next? Affordable favorite…
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Did Dior Backstage Do Right by Its Darker-Skinned Clientele? Beauty Blogger Nyma Tang Reviews
In the now-heated rush for every cosmetics brand to come to market with at least 40 shades of foundation (thanks, Fenty), there’s still a question of how truly inclusive their shade ranges are. Whether it’s an issue of the majority of shades still falling firmly in the “beige” category, or undertones not being correctly addressed,…