![]() But don't try and claim it for something," she said.Ĭantello seems to suggest that brands selling a diverse shade range-or if they don't, making it happen-should be the standard, not the exception. "I think it's a marketing ploy I'm going to be honest. "We're not trying to be Fenty," she said, commenting on how companies across the beauty industry are all copying the 40-shades movement (and not always hitting the mark, according to makeup enthusiasts). It's even more impressive that this development wasn't actually meant to be A Big Thing, as Cantello told us. #15 is a match for beauty vlogger Nyma Tang, who has become an authority on makeup for deeper skintones thanks to her YouTube series called "The Darkest Shade" in which she tests out different brands' concealers and foundations on her skin.Īt a time of the " Fenty 40," when brands left and right are clamoring to launch new foundation ranges with just as many offerings as Rihanna's industry-shaking Fenty Beauty debut, it's encouraging to see a legacy makeup counter mainstay keeping up. The new shades are notably all in the medium to deep category, and even deeper than the foundation went before with shade #15. There are six new colorways added to the existing offering, bringing the shade total up to a respectable 31. Now, even more people will be able to join the bandwagon with news that the brand is extending the shade range of this bestseller. Launched back in 2000, it's widely lauded as one of the best formulas by makeup artists and celebrities alike (its famous fans include Meghan Markle, Kim Kardashian, and Cate Blanchett), and in nearly two decades, the foundation has become a gold standard for the way it covers up as much or as little as you like, with a dewy, lit-from-within finish.
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