Tarte Cosmetics has become the latest beauty brand to broaden its shade range. The cruelty-free makeup brand has announced that it is expanding its “Amazonian Clay” foundation range to include 40 different skin tone shades, up from 25. The company is also increasing the number of “Creaseless Concealer” options from 14 shades to 30 shades. A total of 10 of the new Amazonian Clay shades fall into the “tan to deep” range, while nine of the new concealer shades also fall into that category. The brand has also introduced a new undertone designed for golden and olive skin tones.
Tarte plans to further boost its diversity by similarly increasing the shade range of its “Shape Tape Matte Foundation,” “Shape Tape Hydrating Foundation,” “Shape Tape Concealer” and “Rainforest of the Sea Water Foundation SPF 15” later this year.
The move is the latest sign that the beauty industry is finally embracing the need to improve its diversity standards. Following the runaway success of new, inclusive brands such as Fenty Beauty by Rihanna and Huda Beauty, multiple brands have rushed to tackle the issue head on by increasing their product shade ranges and recruiting campaign stars from wider cross sections of backgrounds. Recent examples include household brands such as Maybelline, Neutrogena and Too Faced.