Although progress today in the beauty world is certainly evident, when it comes to inclusive beauty brands, the road ahead certainly seems longer, I would say almost - rightly - endless.
I remember how many years I had to use a wrong-colored foundation because I had such a light complexion that there was no suitable shade for me. And in the same way I remember a friend of mine of Brazilian origin who, on the contrary, could not find a dark enough shade for her skin.
Fortunately today, many brands have taken the field to talk about make-up inclusivity, meeting the different types of skin.
A clear and very strong example of the last few years is Fenty Beauty which boasts the beauty of 50 different shades of its Pro Filt'r foundation - available in both the Matte and Hydrating versions - and concealers studied specifically with care starting from the analysis of face colors of those who still did not have a foundation of the appropriate shade.
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Dior's Backstage foundations are available in 40 shades and divided by undertone, as well as the famous Double Wear by Estée Lauder and the Can't Stop Won't Stop by NYX which have 45 shades, the Luminous Silk by Giorgio Armani which in turn has 32 such as Maybelline's Fit Me, and the Ultra HD Foundation of Make Up For Ever which has 40 colors to mix and share.
Also 40 are the shades of the Smashbox Studio Skin Hydrating, set-proof foundation with a good range of colors and undertones that do not oxidize, designed by consulting the make-up artists from all over the world to make sure to satisfy every skin tone. The women chosen for the campaign are also ordinary women and not models.
We dare not forget Pat McGrath - defined by Anna Wintour as the most influential make-up artist in the world - who with her brand has finally arrived in Italy for a few months from Sephora: her foundations and correctors of the Skin Fetish Sublime Perfection line exist respectively in 36 colors and have an exceptional performance on each complexion.
But to have the primacy on the Italian market in terms of number of shades is Mac with its Studio Fix Fluid Foundation available in 66 colors and undertones in the fluid version which instead become 53 in the matt version.
Even Gucci Beauty to present its new line of 6 limited edition lipsticks and the 12 Beauty Powders chooses a range of colors that blend perfectly with the skin of every shade, guaranteeing a glamorous and natural result that sees beauty as individuality.
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While these brands are following the right direction towards beauty inclusivity, as many still seem to have to wake up and really listen to the needs of consumers, selecting for the Italian market a really narrow range of shades not only of foundation but also of concealers, powders and products for lips and demonstrating a certain gender and body shape discrimination even in advertising campaigns.
Why must it still be so difficult to understand that beauty is freedom? What do you think are the next steps to take?
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