Dark-skinned women have long been left out of the equation when it comes to finding makeup they can just put on and go. But now, Urban Decay is helping to eliminate that issue.
The cosmetics company recently debuted two new Weightless Ultra Definition Liquid Makeup foundations in their Naked Skin line: dark with subtle pink undertone and extra dark with soft warm undertone. The buildable demi-matte finish allows for medium-to-full coverage that leaves a natural, can’t-tell-you’re-wearing-makeup look — all for $40, according to a release. There’s also a $29 concealer available in the color “extra-deep,” which also is in a demi-matte finish. Both items can be picked up in-store and online at Sephora, Ulta, select Macy’s stores and Macys.com, and online and at UrbanDecay.com.
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The shades are welcome as many Black women struggle with the way European beauty standards permeate the industry.
And it’s not always as obvious as lightening up cover stars on magazines.
The inability of women with dark skin to pop into their local drug stores and malls to pick up a shade matching their skin can be troublesome, to say the least, as one journalist wrote in Marie Claire.
“I desperately want to try the products being marketed to me, but they just aren’t made with me in mind,” wrote Adrienne Gibbs of her experience of having professional makeup done only to discover the color was slightly off. “It was only a decade or so ago that products started being produced in colors beyond just beige. For a while, I settled for dusting the oil off my face and rocking great lipsticks, eyeshadows or mascara. But it frustrated me to no end that white people had 500 different shades of pink, tan, olive and beige to choose from while Black people had two shades — neither one deep enough for me.”
However, thanks to Urban Decay and other brands like Iman Cosmetics and Black Opal, which specialize in foundations for dark skin tones, the tides are starting to turn.