![]() Someone tell me they’re not this f*cking stupid?’, one person wrote. ‘This shade range HAS to be a joke right. The comments section under a Trendmood post (a beauty fan Instagram account) on the product is full of outrage. ![]() In 2021 for example, Clinique launched a foundation in 42 shades – all of which bar two were aimed at white skin. Nowadays inclusion is a more common conversation, with beauty fans calling brands out when a shade range is lacking – that wasn’t happening so widely a decade ago. Many mid-luxe brands heard the change in mainstream opinion and followed suit. When Fenty launched in 2017, the brand set a new precedence and expectation for makeup inclusion. This problem certainly exists in the luxury market too, but at a lesser capacity. ‘However, we always work closely with our brands to make sure they are offering something for all our customers.’Īlthough, one anonymous expert informed us: ‘I know of brands who have declined retail space as they don’t feel the chosen product selection represents their line up,’ suggesting brands don’t always get the final say.Ī spokesperson for Superdrug informed us that ‘if a brand has a smaller cosmetics stand then they will have to be more selective about the number of shades placed in-store’, while the full range will be available online. ‘When it comes to makeup, shades are usually decided by the brand,’ Heena says. Turning to Heena Mohammed instead, a beauty buyer at John Lewis with shelving expertise, she reveals that brands themselves often get to select which products are allocated shelf space when it is limited and the retailer is unable to stock a full range. We reached out to Boots for their insight, but they chose not to respond. To understand why lower cost beauty brands are so behind the times, we need to understand how shelf space works. I don’t have fond associations of those brands.’ What makes it on to the shelves – and why? I’ve often picked up a drugstore contour stick and found it was too pale for me but there’s only one or two shades to choose from. ‘The range of blushers, contouring products and bronzers aren’t inclusive enough. As for other products, I miss out on affordable “cult classics” that have rave reviews due to poor shade ranges.’ I only go in Superdrug because they sell EX1, which is a brand made for Asian skin tones. ‘A lot of the drugstore brands can’t get the undertones right for my skin. Kiran, a 26-year-old former beauty PR from Yorkshire, says: All the high street brands, they just don’t cater for those with different ethnic backgrounds – it’s really hard to find even a powder.’ For my skin, I always have to spend more on a brand like MAC or Bobbi Brown. ‘It’s impossible to shop with cheaper brands. Sharnece, a Black 20something working in London, says: This does not affect your statutory rights.From left to right: Kiran, Sharnece, Lekha (Pictures: Kiran, Sharnece, Lekha) accepts no liability for inaccuracies or misstatements about products by manufacturers or other third parties. Information and statements about products are not intended to be used to diagnose, treat, cure, or prevent any disease or health condition. Contact your health-care provider immediately if you suspect that you have a medical problem. Content on this site is not intended to substitute for advice given by medical practitioner, pharmacist, or other licensed health-care professional. In the event of any safety concerns or for any other information about a product please carefully read any instructions provided on the label or packaging and contact the manufacturer. Please always read the labels, warnings, and directions provided with the product before using or consuming a product. We recommend that you do not solely rely on the information presented on our website. ![]() All information about the products on our website is provided for information purposes only. Actual product packaging and materials may contain more and/or different information than that shown on our website. While we work to ensure that product information on our website is correct, on occasion manufacturers may alter their ingredient lists. This notice does not affect your legal rights. If you have any specific product queries, please contact the manufacturer. You should always read the labels, warnings, and instructions provided with the product before using or consuming it and not solely rely on the information presented on our website. Actual product packaging and materials may contain more and/or different information than shown on our website. While we work to ensure that product information on our website is correct, manufacturers may alter their product information. Unless expressly indicated in the product description, is not the manufacturer of the products sold on our website.
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