Gone are the days of one-size-fits all foundation and concealers made only for a few shades of Caucasian skin. Today’s shopper is more diverse and expectant of a cosmetics line that designs for them at the outset.
We found four women-owned that created lines that are truly inclusive. Each brands offers dozens of luxurious shade choices. Whether you’re dark or light skinned, have warm or cool undertones, you’ll able to find a color built specifically for you.
Fenty Beauty was born out of Rihanna’s candid struggles to find a makeup collection that matched her darker skin. So Rihanna- who is from Barbados- created a line that truly was inclusive to all. Both from a shade and pricing perspective, Fenty has something for everyone..
And the acclaimed cosmetics line, lives up to its hype. The entire line free from formaldehydes, parabens, phthalates, and plastic microbeads. And it’s also ultra creamy, blendable, buildable, and super affordable, with products ranging from US $14-42.
While numerous items in the Fenty beauty collection have become top sellers- we’re looking at you, Stunna Lip Paint, Cheeks Out Freestyle Cream Blush, and the Match Stix trio- the teo products that really stand out are the 50 shade strong Pro Filt’r Foundation and Pro Filt’r Instant Retouch concealers. These longwear matte foundations are both fan favorites, and beloved by both Vogue and Allure magazines, taking home awards from both publications.
No matter where a beauty enthusiast lives, Fenty Beauty’s within reach, as the brand ships to almost every country in the world. International shipping on all orders US $75 is free, and just $9.95 for orders less than $75.
What started as an eponymous blog in 2010, Huda Beauty has grown to become one of the most influential brands in beauty. Founder Huda Kattan has nearly 50 million Instagram followers, and has repeatedly been recognized as one of the top influencers in beauty.
And with good reason. The American-born, Dubai-based beauty maven has created a complete line of cosmetics. The line includes primers and foundations, contour and highlight sticks, eye shadow, mascaras, liners, blushes and bronzers. She even has a line of body makeup. Huda Beauty also includes a comprehensive skincare line including cleansers, serums, oils, and moisturizers.
The GlowWish Multidew Vegan Skin Tint and #FauxFilter foundation lines both come in 20 shades So too does the Overachiever High Coverage Concealer. With 20 shades ranging from Whipped Cream to Chocolate Chip, every skin tone is sure to find a product that works!
The Huda Beauty brand is accessible to almost everyone, as the brand offers shipping to almost every country in the world. Additionally, the brand offers free shipping on qualifying orders. To qualify for free shipping, shoppers must spend 70USD / 48GBP / 90AUD / 70CAD / 48EUR / 260AED.
Sigma Beauty co-founder Dr Simone Xavier hails from Brazil, and wanted to not only create an inclusive line, but also a clean brand. All of the Sigma Beauty products are clean, cruelty-free, vegan, lactose free, gluten free, and waterproof.
Additionally, Sigma Beauty’s focus on environmentally friendly, toxin free premium brushes and color products. Allure Magazine to award Sigma one of their coveted “Best of Beauty” awards in 2020. Brushes also come with a free two year warranty.
Dr Xavier and her team promise that nothing in their collection will ever be tested on animals. Her commitment has even earned Sigma Beauty the stamp of approval from PETA.
And the Sigma Beauty deal just keeps getting better. Not only does Sigma Beauty ship to almost every country in the world, they offer FREE shipping on all US orders, with no minimum spend requirements. Want free international shipping? Spend just US $60, and you’ll get your Sigma Beauty products delivered for no additional costs.
The British celebrity makeup artist launched her line in 2013 with an astonishing 200 products, and hasn’t looked back. The brand counts stars like Kate Moss, Salma Hayek, Idris Elba, Sofia Vergara, Miranda Kerr, and Kate Bosworth as not only friends, but also as official brand advocates.
Like many other modern brands, Charlotte Tilbury has formulated shades for a wide range of skin tones. The cult-favorite full coverage Airbrush Flawless Foundation is available in 44 shades, meaning everyone can find the ideal shade! To make this easier, the website even offers a shade match tool that helps determine the perfect shade. Prefer lighter coverage? Her collection also includes Magic Foundation, which is demi-matte and buildable, as well as Light Wonder, which is a light coverage foundation.
Charlotte Tilbury ships directly to 42 countries. US customers qualify for free shipping on all orders, no minimum purchase required. International customers can also get free shipping on orders over €59, with standard shipping for smaller orders costing just €3.95
In addition to the brand website, shoppers can find Charlotte Tilbury cosmetics at department stores such as Harrod’s, Harvey Nichols, Fenwick’s, Nordstrom, Bergdorf Goodman, Sephora, and Selfridges, the British department store in which the brand launched.