Uoma beauty color match foundation8/23/2023 ![]() The brand now has a range of glosses and lipsticks designed to complement darker skin tones, and its Skin By Mented stick foundations constantly sell out.įenty Beauty’s extensive range of foundation shades prompted the industry to cater to a broader spectrum of tones US brand Mented – “pigment is our passion” – was founded by KJ Miller and Amanda E Johnson to overcome their frustration that there were no “nude” lipsticks to match black skin. It is a criticism often levelled at the mainstream companies that while they may have improved their foundation shade range, many of their other cosmetics are still not formulated to give good colour pay-off on darker skin tones. They are the benchmark for two of my shades.” The project is very personal: “It’s part beauty brand, part battle for my daughters’ self-esteem.”īlack-owned beauty brands are also now teaching the industry that foundation is only the start of the story. “I’m starting with the ‘in-between’ shades, because that’s what’s still not out there,” she says. “You can have 40 shades and still none of them looks like real skin.” As a result, she is working on her own range of foundations, with just “eight or 10” shades, all based on people she knows. ![]() “I don’t know any living person who is this ashy brown, or this weird ‘clay court’ reddish-brown,” she tells me. ![]() While she agrees that the choice has radically improved former offerings, Jewel says that most brands still don’t grasp that, for darker shades, it’s not just a question of “adding more pigment” but understanding how undertones work. Beauty reflects power and your status in society, and if you can’t access it, you feel invisible.” Darker shades don’t sell. We’re bringing out your shade in six months.’ But how it makes you feel is that you are not important. “As a beauty editor, I’d hear the same excuses from brands year in, year out,” she says. (One Insta-beauty influencer who didn’t want to be named told me she had recently declined a foundation campaign based on its “frankly pathetic” seven shades.)ĭr Ateh Jewel, a beauty editor, broadcaster and diversity advocate, has spent her professional career going to foundation launches and seldom finding anything to match her skin. Many make-up artists, beauty editors and influencers believe that any brand not stepping up must be held to account: it’s commonplace now for influencers to have an “inclusion rider” that stipulates a minimum number of shades a brand must have before agreeing to work with them. Dior Backstage Face & Body Foundation (40 shades), £29.50
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