Beautyblender is best known for its soft, egg-shaped makeup sponges. The handheld tool, which has developed a cult following since launching over a decade ago, expertly blends liquid foundation into the skin, leaving behind an almost Photoshop-like finish.
It makes sense then that the company that’s mastered the art of blending other brands’ foundations would finally create its own. And so, Beautyblender will launch an impressive, 32-shade collection — Bounce Liquid Whip Long Wear Foundation — that will be available at Sephora and Beautyblender’s own website starting July 24. The only problem? Of the 32 shades, about three quarters look like they’re made for fair to light/medium skin tones.
A photo uploaded by Trendmood shows the entire collection organized from lightest to darkest.
The lack of diversity has loads of women feeling alienated and frustrated, and many are expressing their frustration on social media as well as on Reddit.
“This is embarrassing. The top two rows are near identical, yet the lightest shade isn’t even that light. Then you jump down to the last row and it’s all over the place with huge gaps between shades. It’s ridiculous. They’re releasing 32 shades to make it sound like they’re being inclusive. On paper it looks great, but in execution, it’s a joke,” wrote one Redditor.
But Beautyblender promises there’s something for everyone. They brand even took to Instagram to blame Trendmood for using a “wacky” filter that altered the actual hues of its foundations in the photos circulating online.
Trendmood wasn’t having any of it, and directly replied to Beautyblender’s accusation: “Hey loves, this image was taken from your promo video. Not sure what filter you guys used but we did not alter this image at all.”
Filtered or not, based on the product photos that have surfaced, it’s pretty clear that the options for dark skinned folks are lacking.
“While the range goes both very light as well as very dark, we have THE MOST shades in what we call our ‘medium plus’ range. This was created specifically for people of multicultural backgrounds as they have the hardest time finding the right shade to match their undertone,” Beautyblender said in statement to Racked.
The brand went on to explain that its founder, Rea Ann Silva, is a 30-year veteran in the cosmetics biz and as a Latina woman herself, creating an inclusive line of pigments was a top priority.
“Those with tan, deep and dark skin tones understand that finding the right color foundation is all about matching your undertone and this is where Rea Ann saw the biggest hole in the market: for women like herself and her multicultural family,” the statement continued.
So, creating an inclusive range of colours was obviously top of mind, but it still seems Beutyblender missed the mark. As one Redditor perfectly pointed out, “If you can do 20 shades of ‘white’ you can do 20 shades of ‘dark’.”