Right off the heels of Tarte’s Shape Tape foundation backlash, It Cosmetics is getting called out for its own issues with inclusion. Although the brand’s new Bye Bye Foundation doesn’t hit stores until next month, makeup lovers are not happy with what’s to come.
Beauty guru Trend Mood 1 received the 12 foundations yesterday and decided to display the new products on Instagram. In her post, she lists all of the shades, “Fair / Fair Light / Light / Light Medium / Medium / Neutral Medium / Medium Tan / Neutral Tan / Tan / Rich / Rich Honey / Deep.” The darkest shades—Rich, Rich Honey, and Deep—make it clear that the range favors lighter skin tones overall.
View this post on Instagram
#SneakPeek 👀👀 NEW Foundation!!!! And it’s a new addition to the Bye Bye Family 🙀💛 by @itcosmetics #ByeByeFOUNDATION !!! 🙀 Full Coverage Moisturizer SPF 50+ Clinically Tested Hydrating & Anti-Aging with 3D Skin Flex in 12 shades: Fair / Fair Light / Light / Light Medium / Medium / Neutral Medium / Medium Tan / Neutral Tan / Tan / Rich / Rich Honey / Deep . #ComingSoon ➡ Mid FEBRUARY. . I stand behind what I posted over the weekend and hope more brands will be aware of launching diverse foundations for different skin tones and read the comments from us, the consumers and make changes. We are all different but we are all the same! . What are your thoughts? 💛 XO #TRENDMOOD #itcosmetics THANK U for this fabulous update!! @Translucentthought 😘 #cosmetics #makeuptalk #instamakeup #instabeauty #makeupartist #bbloggers #beautyblogger
As expected, the comments beneath the photo are a pile of backlash toward the company with statements like, “WAAAIT WHERE ARE THE SHADES FOR THE MELANIN QUEENS AT THOUGH ?!” and “Wow look no deep shades , can’t say I’m suprised [sic] 😐”
Sadly, we can’t say we’re surprised, either; we’ve called out beauty brands for this exact thing so many times. In 2018, there’s no viable reason to exclude deeper skin tones. If these decisions are being made by higher-ups who aren’t directly responsible for conception and formulation, it means the company needs to be restructured—hire more women of color, at the very least.
Change takes time, but for lack of better words: Time is simply up. There’s been enough warning and outrage. PSA to beauty companies: We don’t want to write about this anymore. Step up your game.