When pop superstar Rihanna first launched her cosmetics brand Fenty Beauty, it made an uproar in the beauty community. This is not because a world-famous singer in diving into the world of makeup, but more about the fact that she started a movement.
This movement set the bar extremely high for other beauty product manufacturers that they followed suit, including already established brands. When she introduced her Fenty Beauty Pro Filt’r foundation, many women of color let out a big sigh of relief when she revealed that her line is going to have 40 shades.
This, subsequently, started the trend called “The Fenty Effect.”
A Noticeable Shift
After the success of the launch of Rihanna’s line, a lot of people would think that the push for inclusivity in the world of beauty would have had a much more significant effect. In the past, the biggest excuse of many makeup brands as to why their shade ranges are limited is because darker shades aren’t selling as much as the lighter ones.
However, this has been debunked and completely overturned. While significant changes can definitely be observed, there’s still a lot that has to be done. This is to make sure that women or men with deeper skin tone can find a product that will match their needs.
Established brands such as MAC and Make Up For Ever have always produced foundation and concealer shades for a wider range of skin tone. However, it was still limited, and most of these products were geared towards studio use and professional makeup artists.
Brands that are more available to the public through drugstores and department stores don’t have as many options for people with darker skin tones. But this has changed in the past year. Many drugstore brands are now making a move to offer more extensive shade ranges. But how come they’re still not as prevalent in many actual stores?
Unless you live in New York or LA, it’s still challenging to get a hold of these shades despite the constant promotions and advertisements these brands put out. Why is that?
Drugstore beauty is highly essential for many consumers, whether they’re looking for affordable makeup products or even vegan and cruelty-free bath and body beauty products. Some don’t live near higher-end stores where more products are sold.
So having more drugstore brands with more inclusivity in their products is essential for many women and men out there who are into beauty. But here’s the issue: there’s a big accessibility problem for people of color looking for complexion products that work perfectly for them.
Having 40 shades or more has become the standards for many beauty brands hoping to cater to a bigger market. But they also have to consider the fact that not all of these shades, especially the darker ones, are actually in stock or readily available in many stores.
The efforts to be as inclusive as possible are recognized, but it’s not enough to just put out these products without taking into account how people can actually get their hands on them. If consumers have a hard time looking for them, what is even the point of making them available in the first place?