Call it the Fenty effect.
While Rihanna’s Fenty Beauty shined a light on the importance of makeup brands offering inclusive shade ranges for their complexion products, many other brands have joined in on the effort, creating foundation shades in more than 50 different skin tones.
Rihanna first launched Fenty Beauty in fall 2017 with 40 foundation shades of the Pro Filt’r Soft Matte Longwear Foundation. Roughly a year and a half later, the singer has expanded the range to 50 shades and has introduced a complementary concealer also in 50 shades.
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A creamy, light as air, soft-matte concealer that easily melts into the skin so you always look photo ready 📸 #PROFILTRCONCEALER comes in 50 shades for ALL skin tones to cover all your concerns 😜 Available at fentybeauty.com, @sephora, @harveynichols, and #SephorainJCP.
A post shared by FENTY BEAUTY BY RIHANNA (@fentybeauty) on Mar 3, 2019 at 9:19pm PST
New to the market, Uoma Beauty, created by Sharon Chuter, a former executive at LVMH, Revlon and L’Oréal, is launching in the spring at Selfridges and Ulta Beauty with a 51-shade foundation as its hero product.
After facing controversy over its small — and primarily light —