By Hayden Stewart

As a woman of color, it can be a pain to find the right foundation. Many brands only carry a limited range of shades, and more often than not, you have to settle for an inaccurate, unflattering shade, or you’ll have to put in extra work to blend colors to achieve the right look. And who has time for that?

Thankfully, there are brands that are making efforts to offer more inclusive, diverse shade ranges to accommodate all skin tones. Next time you’re visiting your local pharmacy or Sephora, keep an eye out for these lovely brands!


The Fenty Pro Filt’r Foundation via

1. Rihanna’s Fenty Beauty prides itself on its diverse shade range, with over 40 different colors to choose from. Fenty’s main marketing strategy relies on the diversity of their models as well as the importance of representation in the beauty industry. The Pro Filt’r Foundation is a buildable, medium-full coverage foundation and goes on matte without looking too cakey. You can find it here for $34.

Bobby Brown’s Skin Foundation Sticks

2. Bobbi Brown’s Skin Foundation Stick comes in 30 shades ranging from Alabaster to Cool Espresso. The foundation stick is $46 and has a formula that is nourishing, non-drying, waterproof, humidity-proof, and sweat-proof. There are 12 different formulas to ensure that skin doesn’t appear too pink or ashen. And as the personal favorite foundation of celebrities like Oprah and Naomi Campbell, this little stick has the credentials to back up its reputation. However, Bobbi Brown may not be the choice for you if you’re looking for foundation on a smaller budget.

Double Wear Stay In Place Makeup

3. While Estee Lauder does have some problems with ashiness with their products, the Double Wear Stay-In-Place Makeup is a step in the right direction towards offering more variety for WOC. The foundation, which costs $42, has 28 shades and sports an oil-free finish, does not oxidize, is smudge-proof and is long lasting.

Maybelline’s Fit Me! Foundation Matte + Poreless

4. For a more affordable option, Maybelline’s Fit Me! Foundation has 40 shades (and growing) for their matte formula and 16 in their dewy + smooth formula. At $8, you’re getting a great bang for your buck, especially if you opt for the matte formula. This foundation is great for covering imperfections and hyperpigmentation, but be wary – there’s no pump and the formula is a bit runny, so be sure to pour it carefully to avoid waste.

Wet N Wild’s Photo Focus Foundation

5. Another great budget foundation with wide shade variety is Wet N Wild’s Photo Focus Foundation. While there could be more variety in the deeper shades of their 23-shade-range, that’s quite diverse for just $6, and the vegan formula boasts beautiful skin under different types of lighting and can also lessen powder flashback in photographs. The coverage is light to medium and blends easily due to the silica base.

L’Oreal’s True Match Foundation

6. L’Oreal’s True Match Foundation is $11 and comes in 45 shades. When compared to other foundations of a similar price, the range of shades is comparable to high-end foundations. This foundation will give you a finish that looks natural and is safe for all skin types. However, some find that the consistency of the foundation is too dewy and does not last long enough with oily or combination skin types. Similar to the Fenty campaigns, L’Oreal highlights diversity in their shades by hiring models of various ethnic backgrounds, nationalities, and genders and giving them a platform to express the importance of makeup in their lives.

Finding the right foundation can be hard but thankfully more and more makeup companies are making the effort to include shades for every face and for every budget. While Fenty and Rihanna may have really sparked the recent conversation on makeup diversity, other brands are embracing that conversation and will hopefully continue to strive toward more inclusion.

Hayden Stewart is a contributing writer and media relations specialist for Zoetic.