Morphe is a makeup company that produces some of my favorite palettes and brushes. They’re known for their wide range of eyeshadow palettes and collaborations with beauty gurus such as James Charles, Jeffree Star, Jaclyn Hill, Manny Mua, and Bretman Rock. However, Morphe very secretly came out with a foundation that consists of a whopping 60 shades as well as concealers and powders to go with it. Of course people went crazy, who has ever made 60 foundation shades? The foundation description includes “24 hour long wear, sweat proof, transfer resistant and water resistant, free to oils, fragrances, and parabens, and is great for all skin types, especially normal-to-oily skin types. This product caught everyone by surprise but by a good surprise.

To go deeper into the reviewings of the new Morphe foundation, my friend, Jackie Aina did an excellent and honest review of the foundation. In her video she explains how proud she is that more and more brands are stepping up to be inclusive for women of all colors. There are 24 shades for people with deep and dark complexions. There are 12 shaed for each category. Nyma Tang, a famous beauty influencers is a woman who struggles with foundation shades and is why products need to start being more inclusive. Her deep complexion can fit not too many foundations and concealers. She reviewed the foundation and found several shades too light, despite them having 12 shades for dark WOC. Another weird thing about the foundation is the undertones, a tone that is naturally under the skin and comes out through makeup. There were a lot of olive undertones and most WOC have red to gold to neutral undertones, but at the same time, not a lot of brands include olive undertones in their products so it was a blessing in disguise. We are all here for this foundation and support the movement of brands becoming inclusive to women like Jackie and Nyma.

Sources

https://www.ulta.com/fluidity-full-coverage-foundation?productId=pimprod2003463

https://www.revelist.com/beauty-news-/morphe-foundation-review/14548

Jeffree Star is a makeup Guru, and entrepreneur, his cosmetics business is called Jeffree Star Cosmetics. He sells good quality products being the unfiltered person that he is and likes to to keep it real.

Beauty Bakey is a Indie brand that is nonprofit and the whole theme and picture is baking and cooking. When it comes to the packaging, names of products, and product descriptions, everything is about baking and we are all her for it. It is cute, different, and worth anticipating. Huda Beauty however, is a brand ran by, Huda Katan. Her products are about being in the desert and sand and hot things, sultry as well, we are also here for it.

The conflict comes in when Huda Beauty launches a setting powder  but with the same concept as beauty bakery. She came out with the “Easy Bake Loose Baking & Setting Powder.”

Jeffree heard about this and was infuriated, he  does not support copying and in the makeup industry, products are copied more often than the average beauty influencer would think. Jeffree star made a video, which was a makeup tutorial, but he used all the makeup brands that hated him and explained the tea as to why whenever he used the product. Of course for powder, he used the Huda Easy Bake setting powder. He went on to explain that him and Huda beauty were having beef because he opposed the fact that Huda took the same concept as Beauty Bakery. He absolutely loved the idea of Beauty Bakery and  their cause and was so offended that Huda was inconsiderate enough to steal that idea. The ide is obviously stolen and can be proved just by looking at the shade names for the different variety of colors such as Pound Cake, Banana Bread, Cinnamon Bun, and Coffee Cake. It sells for $34 and is said to create a flawless finish, and a long lasting, melt proof makeup finish. How should Huda feel about copying from a humbled brand and using it to benefit herself without giving Beauty Bakery any credit?

Sources

https://www.sephora.com/product/easy-bake-loose-baking-setting-powder-P433402?skuId=2114122

https://dankanator.com/4057/jeffree-star-calls-out-huda-on-stealing-products/

Nyx Cosmetics, a subsidiary of L’Oreal, is a brand that gives products girls love for prices that women on a budget love. It has been in the drugstore brand category for some time and this is only because of its parent, L’Oreal, and the fact that it is mostly found in stores like Target, Walgreens, CVS, and Ulta. It is definitely on the come up however.

Last year, my friend, my idol, Alissa Ashley got the chance to collaborate with NYX and together they produced an all-inclusive, longwear matte foundation. Alissa Ashley X NYX Can’t Stop Won’t Stop Foundation was the trophy of nyx. It hit everyone in the face in a good way. It was the product that would pop up and change the game and standards for the “drugstore” makeup brands. As an owner of this product, I am glad to say it is worth every penny of $15.00 and is almost too good to be true. This foundation is promising in its “lightweight, waterproof, pigmented AF.” “This comfy liquid formula comes in 45 flattering tones that don’t transfer. Every creamy shade glides on smooth, delivering matte coverage and color that stays true for up to 24 hours. Our little over achiever also works to control shine and mattify your complexion all-day long.”

Let us not forget about the Can’t Stop Won’t Stop concealer, prime, and powder foundation. All of it together is destined to be a flawless a;; day everyday situation for white, brown, orange, yellow, mocha, honey, warm, ganache, mahogany, and sienna complexions. Alissa Ashley is an idol not only because of her humbleness,  but also because of her willingness and determination to defy the odds. This product is inspiring and enchanting for WOC and has been the product of the year of 2018. All-inclusiveness is being broadened everyday by people like Alissa, Jackie, and other wonderful beauty influencers.

Sources

https://www.nyxcosmetics.com/cant-stop-wont-stop-full-coverage-foundation/NYX_636.html

https://www.target.com/s/nyx+cosmetics

Tea

In 2018, Blac Chyna announced a collaboration with Whitenicious coming out with a skin cream supposedly used to “clear” up dark patches on skin. Not to long after that did beauty influencers and customers realize that is was a bleaching cream. Blac Chyna has been accused of bleaching her skin and so has the woman she collabed with named, Dencia. This product shocked everyone not only the fact that it was a bleaching cream and many people have done that and now deal with health problems, but the price it sells for didn’t help the situation. Whitenicious X Blac Chyna Diamond Illuminating & Lightening cream is sold for $250.00. Ofc course WOC advocates and black beauty influencers had their input on the product, but the one that struck me the most was Jackie Aina’s video calling out the cream and Dencia, the owner of Whitenicious. Jackie Aina explained that the cream was just skin bleach and brought up the fact that dark complexion influencers are commonly accused of skin bleaching, but Dencia and Chyna are actually guilty of skin bleaching because of the physical distinction that girls have when going from dark to light with bleach, you can tell that was not their natural complexion.

Another shocking thing Blac Chyna did was fly to Nigeria to sell her product. Jackie Aina is Nigerian so of course she had a lot to say about this and there are so many things wrong with Blac Chyna doing that. Dimma Umeh, a Nigerian beauty influencer, is in Nigeria and experienced Blac Chyna coming there to sell her product. She goes into detail that colorism is a major problem in Nigeria and how men only find light skinned girls attractive and see dark complexion women as useless. Jackie Aina confronts Dencia and argues the fact that she is an advocate for dark women and there should be no such product. This would mean dark women are harming their skin all because of how the world views black women. Was Blac Chyna doing Nigeria a favor or making matters worse?

Sources

      Before reading, please understand that brands in the past have been non-inclusive towards WOC. It is 2019 now, and this issue is bringing brands like Fenty, Nyx, Too Faced, Tarte, etc. to realization after Rihanna dropped a line of foundation all-inclusive. Other brands felt the need to be more receptive to all women and expand their shade range and come out with new lines of foundation to satisfy the conflict. More all-inclusive foundation and concealer shades are coming out to this day, the most praised being Rihanna’s new 45 shade concealer line and 10 added foundation shades.

     Tea

      In 2018, Tarte Cosmetics came out with a foundation that is supposedly “flawless full coverage with an airbrushed matte finish.” Apparently, this foundation disappointed many beauty influencers when reviewed, and surely had a bad first impression anyone else who was considering buying this $39 foundation. Jackie Aina, a Nigerian beauty influencer and entrepreneur reviewed the foundation for the WOC community, she also invited Alissa Ashley, a brighter complexion beauty influencer. They were honest to viewers and explained that Tarte had only included less than a handful of shades for WOC.

      The disappointment came when the brand new women of color were anticipating this product and the brand owner, a white entrepreneur, felt no need to be all-inclusive, disrespecting women who are of darker complexion and even in between.

      Most men will not understand the type of products that are worth and not worth pretty much $40. The thing is, many expensive brands are expected to have products that everyone will love, for example Rihanna’s Fenty Beauty makeup line. These products are expensive, but they satisfy all who wish to look flawless whether female or male or other. Not all brands make products that are worth the amount they sell for like the Tarte Shape Tape Foundation, but Fenty showed other brands that it can be done.

      Since Tarte’s backlash, they decided to come out with new all-inclusive shades, as a way of saying, “Sorry we didn’t really consider black girls’ shade range.”

Sources

https://tartecosmetics.com/en_US/makeup/face/shape-tape-contour-concealer/836.html?gclid=Cj0KCQiAn4PkBRCDARIsAGHmH3c1XpJpAfvwGKEkjU4zO7mPsxSr-5gX6TuT4YZfkXS74yOgZmBGHo0aAs-JEALw_wcB&mrkgcl=1213&adpos=1t1&matchtype=b&mrkgadid=3296533091&device=c&gclsrc=aw.ds&creative=255389573898&network=g

https://www.revelist.com/makeup/tarte-shape-tape-foundation-new/11499