For darker skinned people, shopping for beauty products can be tricky. Not many brands offer a wide enough range for our skin tones or even bother to feature us in their advertisements. Scrolling through Instagram can feel draining for people of color, and in many ways contributes to the everyday trauma we experience from discrimination in the media.
But some companies have come through with beauty campaigns aimed at inclusivity. Some include an expansive range of foundations and advertisements that show people of color in all their fiery beauty.
The moment it hit the scene, Fenty Beauty took the world by storm. With 40 shades of foundation represented by people of multiple skin tones and Queen Rihanna herself, it’s no wonder that people are obsessed with the new brand. YouTube beauty gurus like Nyma Tang, Jackie Aina, and Nikki Perkins offer amazing reviews on the color match, texture, and wear. Fenty is definitely a must-have, Rihanna-approved beauty brand to try out.
Started by Somali supermodel, Iman Abdulmajid, IMAN Cosmetics has always been by and for people with darker skin tones. Instead of focusing on exploring the range of lighter skin tones, IMAN purely focuses on darker tones, meaning more products for people of color. IMAN even boasts a blog called Melanin Circle focusing on people of color in beauty and media.
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Tuesday in Love, the leading halal beauty brand, found that dark-skinned swatches are missing from nail beauty campaigns. In order to combat this, they sought out melanin-rich consumers to add to their halal nail polish campaigns. Seeing beauty brands going so far as to include representation and diversity in their nail polish swatches means so much to melanin magic people of color. On top of that, Tuesday in Love is cruelty- and child labor-free – if that isn’t amazing, we don’t know what is.
4. Cover FX
Since 2015, Cover FX has had 40 different shades of foundation available for its consumers. Recently it launched its new campaign #nudeisnotbeige, set to empower people of color to celebrate their skin tones by finding their perfect match. Their website also comes with a shade finder to help get you the shade you deserve.
M.A.C Cosmetics has been championing people of color in their advertisements for a long time. The pigmentation of their products and the range of their foundation shades makes it a great brand for people with darker skin tones.
6. Huda Beauty
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Finally our campaign shot we shot this spring! It's been so hard keeping this from you! To celebrate our #HudaBeautyFauxFilter foundation launch, we are doing our LARGEST giveaway to date! 💃🏻💃🏻💃🏻 30 Winners will win our ENTIRE HUDA BEAUTY COLLECTION and 2 #FauxFilter Foundations, 1 Complexion Perfection Primer, & Foundation Brush with our Huda Beauty Foundation Bag worth over $2300 USD!!! Competition Rules: 1️⃣ Follow @hudabeauty & @shophudabeauty 2️⃣ Repost & like this photo 🔁💓 3️⃣ Tag 5 friends in the comments below 🙋🏽 4️⃣ Hashtag #hudabeautygiveaway 5️⃣ You can enter as many times as you like ⏰ Contest ends on Saturday October 7th at midnight Dubai time! Winners will be chosen on Monday, October 9th! Best of luck my beauty loving sweethearts!!! 🎉 Thank you for all the Bday love!!!! 🎂 ILYSM 💃🏻❤️
Huda Beauty is set to launch their new #FauxFilter Foundation October 13th. The range comes in 30 shades. Huda herself states that they shade-matched hundreds of people to come up with the best range possible for multiple skin tones. Considering the huge success Huda Beauty has had with its previous products, we’re sure that their #FauxFilter Foundation is going to blow us away.
Having beauty brands that care about representing diversity in their campaigns is so important. Not just for giving people of color visibility in the media, but for providing melanin-rich people with more and more options. I can’t wait to see where beauty brands will be in the future!