FENTY COLOR MATCH SKIN
FENTY COLOR MATCH PRO

It recently launched another formula called Power Play, also in 40 shades. Then there’s CoverFX, which has several foundation formulations in 40 shades. (Prices haven’t been revealed yet, but expect them to be more than Revlon and less than Dior, based on other brands Ulta sells.)ĬoverGirl just launched TruBlend Matte Made Foundation, which it touts as “its most inclusive foundation ever!” according to an effusive press release. “It’s really focused on the idea of flesh being all flesh colors - we’re redefining the notion of what flesh color really is and having it be inclusive on every level,” she told WWD. It was developed as a sort of startup brand by Revlon and Linda Wells, the former editor-in-chief and founding editor of Allure magazine. Then there’s a new brand about to hit Ulta called Flesh (note: hmm), which will also include 40 foundation shades. … allowing every woman to find the shade that best matches her complexion,” Dior creative director Peter Phillips said in a press release.

FENTY COLOR MATCH SKIN

“I wanted 16 different levels of intensity but above all, six different skin undertones: rosy, olive, yellow, beige, etc. At $40, it’s about $12 less than its other foundations. Dior, a designer heritage brand facing competition from less expensive brands, just announced a new foundation range in 40 shades called Dior Backstage. Several very big names in makeup have followed suit this month. To prove her point, Rihanna launched her brand in 17 countries all at once, which is somewhat unprecedented for a new brand.Ī post shared by FENTY BEAUTY BY RIHANNA on at 10:58am PDT Fenty was several years in the making, and the brand did extensive research to make sure the foundations worked on most skin tones. Shook.” (Which may have been slightly awkward since both brands are owned by LVMH.)īut a shade revolution was set in motion. Some brands, like Make Up For Ever, even said, “Hey, wait a minute we’ve had this many shades for a long time,” to which Rihanna replied, “LOL. It wasn’t the first brand to offer a wide range of shades.

FENTY COLOR MATCH PRO

After Fenty’s Pro Filt’r foundation launched, other brands rushed to release line extensions to beef up their color offerings.

The so-called Fenty effect has been well documented. Sound familiar? It should, because ever since Rihanna’s Fenty Beauty launched 40 shades of foundation last fall, brands have been scrambling to match her - and more importantly, match its customers, whose skin comes in a lot more than 12 to 20 shades, which for a long time had been the usual offering.

Over the past month, no fewer than four makeup companies have announced they’re releasing new foundation ranges featuring 40 shades. You can also see what we’re up to by signing up here. The archives will remain available here for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. Thank you to everyone who read our work over the years.

Fenty color match