Ever since Fenty Beauty launched an astounding 40-shade foundation line in September 2017, the beauty industry has been playing a major game of catch-up. While some brands had larger shade ranges, they didn’t necessarily cater to the deeper end of the spectrum as much as they did the lighter.
However, in the wake of what’s now known as the “Fenty 40,” many brands have heard the call (read: screams) and followed suit. Either adding shades to existing collections or creating entirely new lines, companies are starting to realize they need to have inclusive shade ranges from the get-go.
Originally posted on StyleCaster.
Flesh Firm Flesh Thickstick Foundation: 40 Shades
This brand-new line from Revlon (and Allure founding editor-in-chief Linda Wells) is making quite a stir in the best way. The foundation has a dewy finish, is made to match skin and spans a wide range of tones. Sign us up.
Flesh Firm Flesh Thickstick Foundation, $18 at Ulta
Fenty Beauty Pro Filt’r: 40 Shades
Although not technically the OG creator of 40 shades, Fenty made it necessary for brands to carry more diversity. This long-wear matte-finish foundation has become a staple in the beauty community.
Pro Filt’r, $34 at Fenty Beauty
Dior Backstage Face & Body Foundation: 40 Shades
Recently launched at the 2019 Dior Cruise Show, this foundation is not only diverse in shades, but it's a little easier on the wallet too. It has a buildable formula so you can tailor the finish to exactly what you want.
Backstage Face & Body Foundation, $40 at Dior
Estée Lauder Double Wear Stay-in-Place Makeup: 42 Shades
Although the shades may not look extremely diverse, The company provides photos of what the foundations look like on skin, and let us tell you: They go deep. The foundation is waterproof and full-coverage, so it basically begs to be worn at the beach.
Double Wear Stay-in-Place Makeup, $42 at Estée Lauder
Il Makiage Woke Up Like This Flawless Base Foundation: 50 Shades
With a brand-new launch in the United States, this company went above and beyond with its shade range. The formula also includes vitamin E for antiaging benefits and hyaluronic acid for hydration.
Woke Up Like This Flawless Base Foundation, $47 at Il Makiage
Smashbox Studio Skin Hydrating Foundation: 40 Shades
Smashbox revamped its formula so it now lasts 24 hours and doesn’t oxidize. It’s quickly become a fan favorite for its full coverage and wide shade range.
Studio Skin hydrating foundation, $36 at Smashbox
Tarte Amazonian Clay Full Coverage Foundation SPF 15: 40 Shades
In June, Tarte upped the ante and added 15 new shades to its beloved Amazonian Clay foundation. Now spanning further into dark shades, the vegan matte liquid foundation works for almost everyone and lasts 12 hours.
Amazonian Clay Full Coverage Foundation SPF 15, $39 at Tarte
ColourPop No Filter Foundation: 42 Shades
This new collection has everyone pretty excited. It boasts 42 shades, has a lightweight finish and lasts all day. What more could we need?
No Filter Foundation, $12 at ColourPop
Cover FX Natural Finish Oil-Free Foundation: 40 Shades
Finding the perfect shade won’t be too hard with this foundation. Cover FX has detailed exactly what undertones and primary shades are best for each foundation so you won’t have to try all 40.
Natural Finish Oil-Free Foundation, $42 at Cover FX
CoverGirl TruBlend Matte Made Foundation: 40 Shades
The brand asked women of color of what they needed in a foundation and built enough shades to get the job done. It has a matte formula without drying or flakiness, plus oil-absorbing powder already embedded in it, which means you’ll be looking good all day.
CoverGirl TruBlend Matte Made Foundation, $8.49 at Target
MAC Studio Fix Fluid SPF 15: 42 Shades
Around for quite a while, MAC has had time to expand and perfect its signature foundation into 42 shades. It’s a medium- to full-coverage formula and will last the whole day.
Studio Fix Fluid SPF 15, $30 at MAC
Makeup Forever Ultra HD: 40 Shades
Said to look invisible on the skin, this foundation could just be your new favorite. It was made for the big screen, so it provides full coverage without looking cakey.
Ultra HD, $43 at Makeup Forever
Maybelline Fit Me Foundation: 40 Shades
A drugstore classic, this foundation has super-saturated shades. It blurs pores, erases oil and was dermatologist-tested for all skin types.
Fit Me Foundation, $7.99 at Maybelline
Lancôme Teint Idole Ultra Wear: 40 Shades
These babies have a buildable formula so you can go from a natural to a superstar finish. The products are also oil-free and have SPF so you can wear them out in the sun all day.
Teint Idole Ultra Wear, $47 at Lancôme
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