When it comes to makeup, there are many shades to choose from. But why are the choices varied mostly for fair skinned women? Many females of darker tones, including myself, feel as though the cosmetics industry is “whitewashed.” The lightening of women of color in makeup ads and neglecting to carry shades of foundation suitable for darker women has caused boycotts, segregation, and disappointment, not just in the USA, but in places like Britain, also.

Smaller cosmetic brands such as Colourpop are seen to be more prone to showcasing swatches of lipsticks and eyeshadows on darker shades of women. Yet, not everyone woman of color is a tan or even a milk chocolate  tone similar to what they showcase. Although some specialty cosmetic brands cater to darker women, the products  may be expensive, be of limited availability or sold online only. In my opinion, the makeup industry is filled with colorism or more so favoritism of  the lighter skintones. The generalization of women of color is not fair to every woman of color.

There is a huge number of women who are darker and who could possibly help the company gain more profit if they would only supply that type high quality makeup for similar darker skintones.  Now, I am not saying companies can not have a target audience for their brand, but why not make shades of makeup for everyone? However, I feel as though if you are going to have shades of makeup for my skintone, do not just lazily title it as “tanned” or “chocolate.”

Lancome is an example of a brand that has used a woman of color as method of endorsement. Lupita Nyong’o is the face of Lancome’s’ cosmetics line. They have been one of the brands considering dark skin women as versatile. This acknowledgement has slowly spread in the makeup industry. Covergirl has been showcasing Queen Latifah for the face of the Queen collection for dark skinned women and has featured many women of color in advertisements.

The acknowledgement of any woman of color in makeup needs to be greater. Although the makeup industry is inevitably going to be showing colorism, there eventually can be a solution to providing what consumers want.  It just also depends on the company and their preferences.