It’s common knowledge we have a ways to go when it comes to representation in beauty. From diversity in advertising to the percentages of women and PoC in leadership positions in big corporates…the industry has been relatively slow to take steps in the right direction. However, things have taken a turn in recent years. Thanks to brands like Fenty Beauty spotlighting these issues, gone are the days of having light, medium and dark as the full shade range for foundation.
As a result, we decided to round up the brands doing the most — and offering the biggest and best inclusive shade ranges for foundation.
1/ M·A·C Cosmetics
A ride or die product for those in the know, it comes as no surprise the M·A·C Cosmetics Studio Fix Fluid SPF 15 is the brand’s number one selling foundation. Offering medium to full coverage, with an oil-controlling formula, M.A.C expanded their iconic foundation line an extra 18 shades in 2018, and then again after that to bring the current total range to 67 shades and WE.ARE.INTO.IT.
2/ Fenty Beauty
A leader in the beauty space for good reason (badgalriri knows what’s up), Fenty launched with 40 shades in 2017, before upping the range to 50 after a year and a half. The brand offers the full shade range for the Pro Filt’r Soft Matte, Pro Filt’r Hydrating Formula foundations and most recently, the Pro Filt’r Instant Retouch Concealer. Plus, with the Fenty Face Shade Finder Quiz, finding the right colour has never been easier.
An OG makeup brand that has stood the test of time (founded in 1915!), Maybelline upped their foundation game by adding 16 extra shades to their Fit Me! Matte + Poreless range in 2017. Already adored for its price, colour payoff and mattifying abilities (oily girls will know), the shade expansion (to 40 shades) seriously put Maybelline in the good books of beauty lovers globally.
A relatively new kid on the block (at only 3 years old), Morphe has seriously shaken up the beauty industry. With wildly popular influencer collabs, artistry palettes and an affordable price point, the brand has added to their success with last year’s launch of the Fluidity Full Coverage Foundation. Boasting a sweat-proof, transfer and water resistant formula, as well as a 60-strong shade range, Morphe is killing the foundation game.
5/ Estee Lauder
Tried and true, Estee Lauder Double Wear Stay-in-Place Makeup SPF 10 is a use-it-once-and-never-go-back kind of foundation. With a natural, semi-matte finish, the real selling point is that the formula doesn’t oxidise, meaning the colour isn’t affected by the oxygen in the air (as many foundations are) making it ultra long-wearing. Plus, with a shade range of 61, there’s a reason it’s the brand’s top selling makeup product.
6/ Dior Backstage
Broken down by light, medium, tan or deep intensity, and then again by cool, neutral and warm, Dior Backstage is covering all its bases with the Face & Body Foundation. Offering 40 shades total, broken down into 16 intensities and six undertones, plus killer reviews online we’d say this is a huge win for the brand. Oh and according to Allure, Meghan Markle wore it on her wedding day (which is all we really needed to know to be sold, let’s be honest).
As we said, a long way to go, but in the meantime we have plenty of foundation brands to try out for size (or shade).