fenty beauty and maybelline

Photo: Fenty Beauty, Maybelline Singapore / Facebook

There is no doubt that “inclusivity” is one of the major beauty buzzwords of the moment. But although several mainstream brands are gradually reacting to the longstanding need for more diversity throughout the cosmetics industry, some companies are making strides.

We take a look at the brands tackling the issue of diversity head on.


Too Faced 


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Beauty vlogger Jackie Aina drew attention to her ongoing project with Too Faced this week, when she uploaded a “Get Glam With Me!” video to YouTube in which she offered a fleeting glimpse of her new foundation for the brand. Both Aina and Too Faced announced last summer that they were teaming up to expand the label’s “Born This Way” foundation shade range to suit a wider variety of dark skin tones. Though a release date for the new shades has yet to be announced, Aina promised in the video that they will be available “soon. Soon. Soon.” We’re on high alert.




Fenty Beauty by Rihanna

Rihanna’s Fenty Beauty line, which launched last fall, set the bar high for the beauty industry. The brand’s initial 91-piece makeup debut won global acclaim for its inclusive approach to beauty, thanks to its 40-strong foundation range that flew off the shelves and had major brands clamoring to highlight their own shade varieties.


Huda Beauty


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Huda Beauty also made its first foray into foundation last fall, with a collection of no less than 30 hues spanning very pale to very dark. Not only was the “Faux Filter” collection modeled on a diverse group of models on Instagram — the marketing shots also featured both men and women showcasing the product.




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Last May saw drugstore staple Maybelline up the ante by expanding the shade range of its “Fit Me! Matte + Poreless” foundation series. The brand added an extra 16 hues to the series to make it more accessible for beauty fans with different skin tones.


KKW Concealers


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Kim Kardashian unveiled her brand new concealer range earlier this month, telling Allure that she had covered light, medium, dark and deep-dark skin tone categories with the 16-shade collection. The concealer kits will go on sale on March 23, but the beauty mogul has been criticized online by fans for what they believe is a limited colour variety. Will her KKW Beauty brand be the next to issue an update?