Pioneering Diversity Through Shade Range

by Georgia

Now more than ever, it is important to support brands who are catering for all of their market. In what has been a very limited and exclusive industry, supporting cosmetics companies that are welcoming diversity into their range, encourages other brands to do the same. 

Finding your correct foundation shades for some has never been an easy feat, with many foundations still available in the limited shades – light, medium and dark. Occasionally an extra shade likely to be on the lighter end of the spectrum is thrown in there. Often brands who want to appear to support a wider market haven’t tested, swatched or consulted with customers who would actually be wearing the product. 

However, colour matching today is becoming easier thanks to a few key brands pioneering a large shade range and inclusivity in beauty. 

Here are some of our favourite brands doing just that;

Fenty Beauty

Founded by none other than Rihanna, champions diversity. The brand inspired others to increase their shade range throughout their cosmetics, not just foundation.
Their best-selling foundation, Pro Filt’r Soft Matte Longer Foundation offers 50 shades is one of our favourites, with a formula that is long wearing and light-as-air. The brand also carries their Hydrating Longwear Foundation and Instant Retouch Concealer in the aforementioned 50 shades for one of the most inclusive foundation ranges yet. 

$60 at Sephora NZ

Maybelline New York 

Maybelline New York is taking the drugstore beauty space by storm. In a space where consumers seriously lack colour options, Maybelline has 40 different shades – and counting – on offer. The brand is a great affordable option with their Fit Me Matte + Pore-less Foundation ranging from Fair Porcelain to Espresso. 

$26.99 at Farmers

Pat McGrath Labs 

Leave it to one of the world’s most influential makeup artists Pat McGrath, mother of beauty, to create a luxurious range in 36 universal hues. Pat McGrath Labs’ Sublime Perfect Foundation offers moisturising, medium coverage formulation, featuring Diamond Core Powder Technology to enhance the skin’s texture, smoothing lines and imperfections. 

$121 at Sephora

Estee Lauder 

One of Estee Lauder’s best sellers and winner of NZ Best in Beauty 2019, Double Wear Stay-in-Place Foundation champions a 57 shade range. The lightweight formula is an all time favourite of TBB because of its 24-hour staying power. Perfect to take from the office to dinner without the need for touch ups. The shade range is continuously evolving. Pair the foundation with their Double Wear Radiant Concealer, available in 22 shades, for the perfect look. 

$74 at


Digital Manager, Georgia’s personal favourite, Nars Sheer Glow Foundation offers the perfect healthy glow. The bestseller offers a range of 40 shades, named after luxurious locations, maybe a foundation will help transport us to the tropical holiday we have been looking for? The foundation provides lasting and buildable coverage. For a full coverage look the Natural Radiant Longwear Foundation provides 34 shades from Siberia to Mali. 

$80+ at Mecca

Words: Georgia Rose                                                                                                                                              Images: Pinterest 

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