Superdrug Is Only Stocking Foundations With Diverse Shade Ranges

Shade ranges within beauty brands is one of the hottest topics in the industry right now and whilst brands have definitely upped their game when it comes to offering a full spectrum of foundation shades, there's still a long way to go.

The likes of Fenty, MAC, Bobbi Brown and Estée Lauder have been offering extensive and inclusive shade ranges for years and we think it's high time other brands caught up. That's why we're lauding Superdrug, which is trailblazing the diversity conversation by demanding all of the makeup brands it stocks offer at least 20 shades of foundation.

“Diversity has become a buzzword in the beauty industry over the last few years, but at Superdrug we don’t see inclusivity as a trend, it is a fact of life," Superdrug’s commercial director, Simon Comins, said.

"In 2019, it is unacceptable that some brands aren’t catering to our diverse and beautiful customer base. We want all our customers, no matter what gender, shade or skin type to be able to get their correct foundation in store and online. This is why we challenged our suppliers to be truly inclusive and offer a minimum of 20 shades ranging from pale to dark."

Superdrug currently has over 650 foundations and say they are 'working really hard' to increase that number. In the next few months, they promise to launch a number of new brands including EX1 which caters to olive skintones. “We’re also taking time to broaden the shades available in our B. by Superdrug collection of vegan makeup to offer more options for all customers," he added.

The welcome move comes on the back of the store's #ShadesofBeauty initiative, which promised to tackle the lack of diversity in makeup on the high street. A survey by the store found that 70% of black and Asian women didn’t feel represented when shopping for makeup. Now, the store has demanded that any brands hoping to be stocked in their stores extend their shade ranges to at least 20 offerings.

Yaaas.

We pulled together a panel of dark-skinned beauty junkies to get the lowdown on which brands are nailing dark-skinned foundation formulas and these were overall winners.

After a quicker coverage? Here are the best concealers for dark skin .

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