Superdrug will now not stock foundations who do not offer at least 20 shades of foundation.
Shopping for your shade can be hard especially for people of colour as many brands do not cater massive shade ranges. Slowly but surely brands are becoming better by the day thanks to brands like Fenty who made sure they had a good shade range for everyone – 50 shades to be exact.
In 2016, Superdrug launched #ShadesofBeauty which give a voice for women of colour. The store done research to focus on the views from women of colour on high street beauty shopping. Today they start acting on making every brand have a good shade range…
Superdrug’s commercial director, Simon Comins, said: “Diversity has become a buzzword in the beauty industry over the last few years, but at Superdrug we don’t see inclusivity as a trend, it is a fact of life,”
He added: “In 2019, it is unacceptable that some brands aren’t catering to our diverse and beautiful customer base. We want all our customers, no matter what gender, shade or skin type to be able to get their correct foundation in store and online. This is why we challenged our suppliers to be truly inclusive and offer a minimum of 20 shades ranging from pale to dark.”
In Superdrug’s stores they have over 650 foundations and are working hard to increase that number. They will be launching new brands to the store who cater for everyone. The store has demanded that if any brands want to be in their retail stores they have to extend their shade ranges to at least 20 shades which are diverse.
Revolution and Barry M were the first brands to respond to this demand and stated that they are both as committed to diversity as Superdrug are.
