As Rihanna's Fenty Effect Sets New Standards, Why Do Some Brands Still Refuse to Create Wider Shade Ranges?

got into hot water when its Bye Bye Foundations, which featured 12 shades, had only three available for people with dark skin.

Yet having a broad range of shades isn’t seen as necessary by all beauty industry experts. “I believe in the right colours,” says makeup artist. Currently, Tilbury’s eponymous brand has two foundation lines: Magic Foundation and Light Wonder. They have 15 and 10 shade options, respectively. Tilbury says she focuses on the quality of the undertones, which she says are the key to finding the perfect match.

Casale, however, has a different solution for finding the perfect shade, and it involves a rule of three. “The darkest is N120,” he says. “It’s very organized. If you go from N0 to N10, it’s 3 per cent darker. If you go from N10 to N20, it’s another 3 per cent darker.” This 3 per cent is about the most the untrained eye can discern when it comes to a difference in colour, so Casale believes that this method is absolutely necessary. “Our system allows each person to find their shade.

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