10 Foundations That Make Women of Color a Priority

The beauty industry can't be inclusive without US.

Buying a foundation that suits the skin is hard. For women of color, it is a lot harder!  If you are one of the millions of women who, after spending hours scouring Sephora, Ulta or any other store for the right foundation, still come home empty-handed, I know exactly how you feel.

For years, this has been the case for me, and I know a lot of women out there are going through the same thing.  I waited expectantly for my favorite brands to come out with foundation shades that suit women of color but the wait has been extended and frustrating.

Sure, some brands do offer deeper shades, but the choices are often limited. And if companies did come out with darker shades, the undertones are all wrong. They are either too ashy, too orange, or too red!

Let’s face it, women of color have been left out and let down too many times by the beauty industry.  Inclusivity is all good and right, but it took a black pop superstar to make things right and highlight this long-standing problem.

Why aren’t beauty brands making deep foundations shade for women of color? Why is it so hard for drugstore or budget beauty brands to offer deeper foundation shades when the market is ready for it? Why is it that the pricier the foundation is, the fewer color options it has?

 

Source: @heygorjess

 

We may never know.

Statistics show that African-Americans have a buying power of $1 trillion; much of the money was spent on beauty. A 2009 Essence report revealed that black women spend about $7.5 billion on beauty products per year. Women of color spend 80% more money on makeup and “twice as much on skin care than the general market.”

And yet, mainstream brands seem to carry only four shades of foundation – usually light to tan. But this doesn’t stop these brands from using black models to sell their products.

L’Oréal was one of the first beauty brands to open its doors to its black consumers. In 2013, the brand embraced diversity by launching “Women of Color Lab,” a project aimed at producing foundation shades for women of color. Since catering to a diverse market, the brand has grown exponentially. Other brands, such as Estée Lauder, CoverGirl, and Lancôme followed suit.

I do know some shades that could work for women with darker skin tones. I have spent a lot of time experimenting with different foundation shades and it’s great that there are a few standout brands in my opinion.

For my brown and black sisters out there who are still combing through aisle after aisle looking for the perfect foundation in different stores, here are my top foundation picks (and some shade recommendations) for women of color:

L'Oreal® Paris

Infallible Matte Foundation

in the shade Soft Sable 111

LANCÔME

Teint Idole Ultra Long Wear Foundation

in the shade 460 Suede W

Maybelline

FIT ME! Matte + Poreless Foundation

in the shade 355 Coconut

BLK/OPL

Pore Perfecting Liquid Foundation

in the shade 460 Beautiful Bronze

TOO FACED

Born This Way Foundation

in the shade Mocha

FENTY BEAUTY BY RIHANNA

Pro Filt'r Soft Matte Longwear Foundation

in the shade 420

LAURA MERCIER

Tinted Moisturizer Broad Spectrum SPF 20

in the shade Walnut

My top foundation picks for women of color is still growing because more and more brands are coming out with deeper shades so I will update the list. I’m quite particular when it comes to the formula and the ingredients so you can bet, my top foundation picks for women of color are tried and tested.

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