Lourdes Avila Uribe
September 08, 2017 10:53 am

At this point, there’s really no excuse for major beauty brands to not have a wide range of makeup shades — and yet so many people’s skin tones are underrepresented. In an effort to change the tide, Cover FX launched a “Nude is Not Beige” campaign celebrating diversity, as well as highlighting its existing Natural Finish Foundation, which includes 40 foundation shades.

An important part of moving the beauty industry forward in a progressive, inclusive way is manufacturers acknowledging that women come in all colors, shapes, and sizes. When one brand takes steps to embrace a wider audience, they’re setting the stage to push the entire industry forward.

According to Allure, Cover FX’s “Nude is Not Beige” campaign launches at the same time as the release of their new online shade-matcher.

This system digitally analyzes shoppers’ skin tone in order to help them pick out the foundation shade that fits them best. How much time have we lost staring at foundations in a drugstore and hoping we have picked the right one? This is the future of makeup, y’all.

It’s only a matter of time before other brands follow Cover FX’s lead and make a concerted effort to include bigger shade ranges.

Head on over to Cover FX and pick up your own Natural Finish Foundation ($40). The water-based formula delivers a silky and hydrating feel, and since it’s free of mineral oil, parabens, fragrance, and talc, you don’t have to worry about skin irritation.