Why don't makeup companies make foundations for WOC?

Feb 12, 2018

Caitlin T.

As a women with very fair skin will cool undertones I can understand your frustration at not being able to find a foundation that suits. For years I gave up as every brand I tried was simply too dark or just made me look like I was so orange that I looked seriously ill. Even makeup artists that I went too used shades that were too dark and didn't blend well at all with my skin. I have always just asumed that making shades that are very pale and cool not yellow or shades that a dark with different undertones was just too difficult for the makeup brands. However, I few times I have been frustrated when people state well your white so you can just buy drug store makeup as they all cater to you, when they just don't. Many of my friends with a range of different skin colors struggle with finding the right match for their skin and I have always put that down to how complex and different everyones skin tones can be. I am hopfeful that one day I will be able to buy a foundation that suits me as the worst thing about being paler than the majority of companies pale shades is you can't blend anything to make it lighter you just have to give up on that brand.

Jan 26, 2016

Thalia R.

I highly recommend Sacha cosmetics (a Caribbean brand) with a great selection (especially if you're warm-toned) and of course, Iman and Black Opal. Recently Covergirl has come out with "Queen" which is god-send for people of colour. (I'm NC 44-45/ Loreal W7 )

Jun 17, 2015

Lauren G.

Although I'm not very dark, I'm tan-dark, I get pretty dark as the summer goes on and I always have an issue finding the right foundation. usually if its dark enought, its not warm enough, or I can't even find my shade at all. I've found MAC carries almost every shade and tone. as does loreal true match, and nars. also I can't find contouring products dark enough for me because I'm so dark. I use black radience concealers to contour with.

Sep 26, 2014

Zillah B.

It is almost 2015 and most high end brands still do not get it! Drugstore foundations may work for some, but they definitely do not work for all! As a WOC who loves all things makeup, it saddens me to know that the fact is most of these companies just do not consider us much. It shows in the 1 or 2 colors they offer deeper tones. I was so excited to try a certain blush powder with ambient lights, however this product comes off ashy and awful on rich skin tone! Beauty comes in all shapes sizes and tones! We as WOC need to stop chasing products that we're not meant to suit us. We however should invest in companies that specifically cater to our unique, rich golden tones! Fashion fair, Black up, Iman...etc ( sadly not very many ) make beautiful illuminating powders, rich colored blushes, wonderful foundation bases, lippies to die for! But as far as shopping at uper high end main stream brands, the struggle remains real, sadly!

Mar 21, 2014

Dana A.

Maybe one day these big and smaller companies will partner and share the big bucks for flawless formulations and the brains, experience and history in developing coloured foundations.

Mar 21, 2014

Dana A.

I think it is probably harder to make foundations to match darker skin because it is so diverse. so many shades and undertones. it will be expensive to test, and develop and finally to reproduce. calls for a lot more pigment, demographic study, trial and error. thinking of it from a color theory point of view, it will take a lot of focused effort, and these companies may not think its worth it. look around you at the millions of dimensions to dark skin, many shades and undertones, which combine to almost infinity. it would be frustration to the researcher lol.

and when research teams spent all the time and effort to come up with almost perfect products, your iman, black opal, black up, black radiance, fashion fair, posners etc, and put an affordable price to back it, I get the feeling black women still arent appreciative, and some even look down on these brands because of their pricing. it will take a while for these big companies to get interested in investing in are&d for ethnic shades. L'Oreal finally came around.

when in doubt, you can always check out theatrical makeup brands which have all the ratings and the shades you love, they may even have the big price tag which some of you seek. Kett, Graftobian, Rcma, Makeup Forever, Illamasqua, Ben Nye etc

Dec 26, 2012

Christine L.

I hope one day Iman Cosmetics (http://www.imancosmetics.com/) gets more shelf space. The little space I see in Ulta is nowhere close to the full color spectrum I see online.

Dec 26, 2012

Alisa D.

I thought about throwing in my two cents about lack of color options, undertones, ashy-ness and all that jazz we all understand and relate to... but then thought better...
It seems a hole in the industry has been identified... thoroughly...a potentially profitable hole... perhaps we could put more energy into fililing it!? Powers combined, energies focused and all that universe connecting hippy stuff could be used for the common good! Usher in an era of colors and undertones galore! Muah hahahahaha! We will make over the world! Take over, make over... whatever... it involves a unicorn, plentiful makeup for all tons ne them over or under, and... cupcakes? ( you ARE bringing cupcakes to the Makeup-alypse, right Andrea?! lol)

Dec 26, 2012

Stefy S.

I'm Asian and I find it's very hard because almost nothing had my undertones! I either get pale or pink! There is a very limited selection add far as foundations go fit colored women. Where I live, they rarely if at all keep any in stock. I haven't tried the make up forever foundation, but I may have to give it a try. I love all their other products

Dec 26, 2012

Charisse S.

I agree with Cameron it's so hard to match Olive skin. Right now I mix Mac concealers it's not perfect but its the closest yet I think I've totally given up on finding a perfect match. I am a deep olive with yellow undertones foundations either pale me out or make me red so I def can relate to the frustration

Dec 26, 2012

Drea L.

What I don't understand is how cosmetic companies seem to ignore the fact that African American women spend billions of dollars a year on hair products - I don't get why they don't believe this would also transfer to the cosmetic world. It's really sad.

I don't relate in any way, but have tried shopping for a WOC before & we both got very frustrated. I was only with her for a few hours, I can't imagine what it must be like having to deal with it every time a certain foundation runs out!

Dec 26, 2012

Cameron R.

I have this problem with my skin even though I am not of color. I am a true olive tone, which does NOT mean tan or golden like most people/the beauty industry will tell you. Truly olive-toned people can be pale or extremely dark , but will all have an extremely neutral-green cast naturally with no hint of yellow or red. Yellow-orange foundations make us appear plasticy and dull, while red-toned foundations leave us looking sunburned. If I find a foundation that matches my undertone perfectly (which is uncommon) I have to sometime sacrifice the shade and just make it work like I imagine WOC have to do when companies like Revlon think that all WOC have the same Cappucino (orangey-brown) skin.

Make Up For Ever is the only brand I have found that caters and understands true olive skin tones, as well as WOC. Their HD line is fantastic. I really didn't mean to take this away from the issue at hand(which is extremely important), I just felt like I could relate.

Dec 26, 2012

Laura H.

try Mary Kay. Lots of shades! I usually have to mix colors to get the right undertone. Lots of times the lighter dark shades look ashy alone. across brands

Dec 26, 2012

Tonita C.

Cosign Tawana!!

Dec 25, 2012

Twana B.

though I've found much more options lately I still have problems with the makeup becoming ashy or being to orange or red

Dec 25, 2012

Stacey L.

I think it was iman !!

Dec 25, 2012

Stacey L.

Im an army wife and theres a store called the px that sells deparment store stuff you find in sephora and malls and i saw a line that was just for woc ! I forgot what t was called an has many shades ranging from tanish to very deep I forgot what it was called ):

Dec 25, 2012

Cecilia W.

I know the L'oreal true match foundations go very dark. It is an amazing foundation!

Dec 25, 2012

Nycole R.

I recently tried the Naked foundation by UD. I've noticed that they have a wide variety of foundations for all skin tones but you need to try it before you buy to make sure it has the right undertone for your skin color. Hope this helps! 

Dec 25, 2012

Karen M.

I dont find that there arent enough options. i feel like the undertones are still all wrong. I couldn't find my shade with iman or black opal.

Mixing is just the best option. Or using a lighter/darker foundation in didn't places on your face.

Dec 25, 2012

Teresa H.

I recommend watching Wayne Goss on YouTube. He is always reviewing things for ALL skin tones! Check gossmakeupartist. Also, try Ben Nye cream foundation and use a damp makeup triangle to apply. 

Dec 25, 2012

Teresa H.

I agree!!! There should be a wider range in general and more shades! Asians have plenty of choices and their own BB creams. It is all not fair, just marginalizing WOC!!!

Dec 25, 2012

Zuri F.

I have noticed that here in the uk a lot of companies hand expanded drastically, Chanel have started to cater for darker skin tones and water Lauder have introduced a wider variety of tones, there is finally a Doublewear in my shade, and for a few companies I am more middle rather than darkest so It's nice to see hopefully this will continue also with fair shades, also he hee get we have sleek Which go very fair as well as very dark, they are a drugstore brand with very reasonable prices,

Dec 25, 2012

Linda A.

have you tried mac? I have seen some of their darker shades and they do look really gorgeous!

Dec 24, 2012

Olivia M.

Covergirl has the queen collection, the shades go pretty deep.