{"id":3095,"date":"2019-08-02T13:18:27","date_gmt":"2019-08-02T13:18:27","guid":{"rendered":"http:\/\/www.fiveminutesspare.com\/fashion\/?p=3095"},"modified":"2019-08-02T13:18:55","modified_gmt":"2019-08-02T13:18:55","slug":"superdrug-will-not-be-stocking-foundations-which-do-not-have-a-diverse-shade-range","status":"publish","type":"post","link":"https:\/\/www.fiveminutesspare.com\/fashion\/2019\/08\/02\/superdrug-will-not-be-stocking-foundations-which-do-not-have-a-diverse-shade-range\/","title":{"rendered":"Superdrug will not be stocking foundations which do not have a diverse shade range"},"content":{"rendered":"

Superdrug will now not stock foundations who do not offer at least 20 shades of foundation.\u00a0<\/span><\/p>\n

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.\u00a0<\/span><\/p>\n

In 2016, Superdrug launched #ShadesofBeauty<\/a> 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…<\/span><\/p>\n

Superdrug\u2019s commercial director, Simon Comins,\u00a0said:<\/strong> \u201cDiversity has become a buzzword in the beauty industry over the last few years, but at Superdrug we don\u2019t see inclusivity as a trend, it is a fact of life,”\u00a0<\/span><\/p>\n

He added: “In 2019, it is unacceptable that some brands aren\u2019t 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.”<\/span><\/p>\n

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.\u00a0<\/span><\/p>\n

\n
\n

 <\/p>\n

\n
<\/div>\n
\n
<\/div>\n
<\/div>\n<\/div>\n<\/div>\n
<\/div>\n
<\/div>\n
\n
View this post on Instagram<\/span><\/div>\n<\/div>\n
<\/div>\n
\n
\n
<\/div>\n
<\/div>\n
<\/div>\n<\/div>\n
\n
<\/div>\n
<\/div>\n<\/div>\n
\n
<\/div>\n
<\/div>\n
<\/div>\n<\/div>\n<\/div>\n

 <\/p>\n

\ud83c\udf1f EXCITING OFFER \ud83c\udf1f Our 100% vegan friendly range of B. Makeup range is currently on an amazing ‘buy 1 get 2nd half price’ offer! And for TODAY only, you can get an extra 20% off the B. Flawless Matte and B. Flawless Silk foundations when you shop with a registered Health & Beautycard, in store and online at @superdrug \ud83d\ude3b If you love our B. foundations, why not grab yourself a bargain? \ud83d\udcb8 P.S. keep your eyes peeled for some exciting foundation-related updates coming your way in 2020! #glow #beauty #superdrug #vegan #crueltyfree #offer #beautywithoutbias #veganfriendly<\/a><\/span><\/p>\n

A post shared by B. by Superdrug<\/a> (@b._by_superdrug) on