It’s no secret that when it comes to makeup, some brands cater towards lighter skin colors than darker ones. Before the era of TikTok, companies were less likely to be criticized for this vile discrepancy. But as we get closer to 2025, there is no reason why a brand’s foundation shade range should not fit all skin colors. Businesses must recognize the beauty of offering a diverse color range. By expanding their skin shades, brands create a more welcoming and embracing makeup community.
Though the subject of inclusivity is very popular right now, diversity in shade ranges is not a new topic, and many brands have faced backlash over the topic including Tarte. In 2018 Tarte released their “ shape-tape” foundation in which the shades were horrific. The foundation had three shades for darker skin and about five shades for lighter skin that appeared to be almost identical. Following an influx of negative responses and a drop in sales, the brand eventually issued an apology and expanded its range to be more diverse.
Another controversy was the Youthforia foundations. Earlier this year, TikToker Golloria George reviewed the brand and found that they did not have a shade dark enough to match her skin tone. The brand faced backlash about the shade range and responded by producing a new shade that was black pigment, with some reviews calling it “tar in a bottle.” When George tried the shade, she found there was no difference between the foundation and black face paint. While some may say it was Youthforia’s way of trying to cater to George’s needs, it was apparent that the shade was made with malicious intent, being that the foundation had no undertones like a normal foundation would.
It’s important to keep in mind that those two examples I gave aren’t the only brands to lack inclusivity, and unfortunately won’t be the last, which is the sad truth for people with darker skin. As someone who has darker skin, it is disheartening to walk into Ulta and Sephora and not be able to find a shade in some of the more popular brands while my lighter skin friends have no issue. While it may be challenging to achieve a shade for everyone, it is not impossible. Brands like R.E.M Beauty by Ariana Grande and Fenty Beauty by Rihanna have put in the time and work to create a wide shade range. These brands have been praised for their diverse and inclusive shades that cater to everyone. And by expanding their shade ranges, those brands have ensured that everyone feels represented and included which will contribute to leaving a positive impact on the beauty community.
The makeup industry has come a long way in offering inclusive shades to all, but there is still work to be done. Until brands no longer need to be called out on TikTok to be inclusive, and dark-skinned women no longer have to beg for a shade in their skin color there is still equality to advocate for. Whether one is light or dark, everyone deserves to have products that match their unique skin tone. Products that make one feel seen, valued, and beautiful.
