Why an Inclusive Shade Range is Vital for Beauty Brands

beauty_brand 03.05.23

Inclusivity is a critical aspect of the beauty industry, and it starts with having a diverse range of shades for all skin tones. Offering a diverse shade range shows that your beauty brand values inclusivity and diversity and that you want to ensure that all customers, regardless of their skin tone, can find the perfect shade match for their skin. Back in 2018, the beauty brand Beauty Blender decided to launch the first foundation line with 32 different skin tones. Even with so many shades, unfortunately , the company still offered a very limited shade range for darker skin tones, which led to backlash. Many beauty brands learned from this mistake and how to best avoid it, and some took the opportunity to launch their own lines in response. That’s how Rihanna’s brand, Fenty Beauty started providing its customers with a vast array of tones and shades and achieved success as well as a loyal consumer base.


Inclusive brands and companies that prioritize offering a range of shades that cater to a wide range of skin tones always have their values of inclusivity and diversity on display. Offering an inclusive foundation shade range shows everyone your dedication to serving the vast needs of your customers. This, in turn, helps to establish a positive brand image, builds consumer trust and improves the brand image and reputation of the company. Beauty brands that show they value inclusivity and diversity can differentiate themselves from competitors who say these are among their values, but don’t prove it with products, and as a result attract new customers and increase brand recognition.

Customers and loyalty

Beauty brands that make it a standard to offer an inclusive foundation shade range can attract a diverse and expansive customer base. Shoppers are more likely to purchase products from brands that offer shades that cater to their skin tones, and don’t make them feel excluded. Appealing to a wider customer base has many benefits including increasing brand recognition and increasing customer loyalty – if you continue to offer their perfect shade match for their skin, they are more likely to purchase from you for a longer period of time. 


Beauty brands that offer a wide range of tones are better prepared to keep up with the changing market. If a company offers an inclusive foundation shade range, it can effectively stay ahead of the competition and remain relevant in the market. An inclusive shade range also helps a brand keep up with changing customer preferences and trends.

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