Whether you’re a Pro MUA or an average makeup consumer, we can all agree that when Fenty Beauty launched their Pro Filt’r foundation in September 2017, the shade range game changed. Launching with a whopping 40 shades, which has since expanded to 50, the sheer scale of the shade range sent a clear message to the beauty brands of the world about shade inclusivity.
So, why are brands still getting this wrong?
Collection Cosmetics recently relaunched its Lasting Perfection Foundation with 20 new and improved shades, running this photo as a sponsored Facebook advertisement. Let’s just say that the comments were not impressed.
With one comment pointing out that the lightest shade is ‘basically bright pink’ and another stating that none of these foundations’ shades looked to match either of the arms their being swatched on.
Sadly, these comments do seem to ring true. Anyone can see that some of the undertones of these shades would be a hard fit for anyone, with a fair few leaning very pink and a clear lack of olive tones.
Why is this important though?
Well, because this launch shows a clear misunderstanding of undertones, and as a Makeup Artist your client isn’t going to be happy if their foundation doesn’t match their skin tone. It’s unrealistic to be expected to have every single shade under the sun in your kit, but its most certainly not helpful to have shades that don’t match anyone at all.
It’s important to understand how skin tones and undertones work before investing in foundation formulas for your kit.
If you’d like to learn more about conquering a beauty base for your skin or your clients, KLMA Academy have recently launched their 56-page Base Directory. Full of top tips on what works for your skin type, information on how different products perform, and different techniques on how to ensure immaculate application – this guide will give you all the answers regarding your base.
Written by Beth Walker