- MAC STUDIO FIX FOUNDATION NC25 UPC CODE SKIN
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- MAC STUDIO FIX FOUNDATION NC25 UPC CODE MAC
Ateh’s upcoming brand will be priced in the luxury space too. While Black business founders are launching their own beauty brands, many aren’t ‘cheap’, given their smaller customer base and start-up costs. Shockingly, this was one of the better options available for inclusive shades (Picture: Tanyel Mustafa) Where do we go from here? It’s a statistic that challenges the long-held racialised myth that Black people have less money to spend on makeup – evidently, they are spending it. ‘One marketing director once told me they were looking to do market research on whether Black people would buy products if there were more shades,’ she scoffs.Ī 2016 study by Nielsen shows Black consumers spend eight to nine times more than white people on beauty, which is unsurprising, given lower cost brands seemingly aren’t an option.
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‘There’s a lot of old world thinking, and there’s been a strange beauty apartheid because of racism – because it doesn’t make sense, why there isn’t something for everyone at all skin tones and all price points. ‘What is being reflected back to you is the imaginings of a middle aged male white chemist. ‘I was told by a chemist I should choose foundation colours for my own line that “look nice on the shelf”, which was shocking. If a mix of people aren’t in the room, history will repeat itself – ethnic minorities will continue to be ignored.Īteh says: ‘People don’t think diverse shade ranges are worth the development. The Diversity, Equity, and Inclusion in the Beauty Sector Report by Cew UK found that just under half of beauty businesses are missing ethnic minority representation on their boards and 51% have the same problem on their executive committees. It’s all well and good for consumers to point out the obvious, but for real change to occur, a culture shift needs to happen at the top level of these brands. Someone tell me they’re not this f*cking stupid?’, one person wrote. ‘This shade range HAS to be a joke right.
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The comments section under a Trendmood post (a beauty fan Instagram account) on the product is full of outrage. In 2021 for example, Clinique launched a foundation in 42 shades – all of which bar two were aimed at white skin. Nowadays inclusion is a more common conversation, with beauty fans calling brands out when a shade range is lacking – that wasn’t happening so widely a decade ago. Many mid-luxe brands heard the change in mainstream opinion and followed suit. When Fenty launched in 2017, the brand set a new precedence and expectation for makeup inclusion. This problem certainly exists in the luxury market too, but at a lesser capacity. ‘However, we always work closely with our brands to make sure they are offering something for all our customers.’Īlthough, one anonymous expert informed us: ‘I know of brands who have declined retail space as they don’t feel the chosen product selection represents their line up,’ suggesting brands don’t always get the final say.Ī spokesperson for Superdrug informed us that ‘if a brand has a smaller cosmetics stand then they will have to be more selective about the number of shades placed in-store’, while the full range will be available online. ‘When it comes to makeup, shades are usually decided by the brand,’ Heena says. Turning to Heena Mohammed instead, a beauty buyer at John Lewis with shelving expertise, she reveals that brands themselves often get to select which products are allocated shelf space when it is limited and the retailer is unable to stock a full range.
We reached out to Boots for their insight, but they chose not to respond. To understand why lower cost beauty brands are so behind the times, we need to understand how shelf space works. I don’t have fond associations of those brands.’ What makes it on to the shelves – and why? I’ve often picked up a drugstore contour stick and found it was too pale for me but there’s only one or two shades to choose from. ‘The range of blushers, contouring products and bronzers aren’t inclusive enough. As for other products, I miss out on affordable “cult classics” that have rave reviews due to poor shade ranges.’ I only go in Superdrug because they sell EX1, which is a brand made for Asian skin tones. ‘A lot of the drugstore brands can’t get the undertones right for my skin. Kiran, a 26-year-old former beauty PR from Yorkshire, says: All the high street brands, they just don’t cater for those with different ethnic backgrounds – it’s really hard to find even a powder.’
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For my skin, I always have to spend more on a brand like MAC or Bobbi Brown. ‘It’s impossible to shop with cheaper brands. Sharnece, a Black 20something working in London, says: From left to right: Kiran, Sharnece, Lekha (Pictures: Kiran, Sharnece, Lekha)