News + Trends

UK drugstore sets an example for more diversity in the beauty industry

6.8.2019

Translation: machine translated

For people with dark skin, finding the right make-up is a challenge. The drugstore chain "Superdrug" has now announced that it will only sell foundations that offer a selection of at least 20 colours. In this way, it wants to promote inclusion.

Have you ever seen a foundation for dark skin in the low-price segment in this country? I haven't. I first noticed it a few years ago at a MAC counter where there were a few on display. Up until then, I was so busy being upset about not being able to find a suitable foundation at a favourable price that I forgot that many people out there have it even harder or are even left out completely. Later, when I was browsing in a London drugstore, I discovered familiar brands such as L'Oréal and Maybelline, which - unlike us - occasionally had dark foundations in their range. But just that: sporadically.

Products from the drugstore segment are affordable, but rarely inclusive. You won't find a large selection of colours with different undertones, especially in Switzerland. While Rihanna has set a new, long overdue standard in the high-end sector with her "Fenty Beauty" brand (she came out with 50 colours), many brands are still lagging behind. Since then, the beauty community has been speaking out more and more loudly against the neglect of "deeper shades". Example: The Tarte brand caused a shitstorm at the beginning of 2018 when it launched its eagerly awaited "Shape Tape" foundation in just 15 colours, only two or three of which were suitable for dark skin types. The launch flopped and the brand suffered damage to its image.

Super move from "Superdrug"

The British drugstore chain "Superdrug" wants to set a good example and has announced that it will no longer sell foundations that offer a selection of less than 20 shades. The drugstore is thus setting an example. Superdrug has also pointed out to the brands in its range that their powders and concealers should also fulfil this requirement. According to Stylist, Superdrug launched an initiative called #ShadesofBeauty in 2016, which was dedicated to the topic of inclusion. As part of this, the drugstore launched a survey of Asian and dark-skinned women. The result: 70 per cent of their customers did not feel represented. In the meantime, this figure has fallen by 25 per cent.

Are you also having trouble finding a foundation color that works for you?

Yeah, the selection is just too small.
64%
No, I always find my shade.
36%

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Natalie Hemengül

Senior Editor

Natalie.Hemenguel@digitecgalaxus.ch

As a massive Disney fan, I see the world through rose-tinted glasses. I worship series from the 90s and consider mermaids a religion. When I’m not dancing in glitter rain, I’m either hanging out at pyjama parties or sitting at my make-up table. P.S. I love you, bacon, garlic and onions.

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