Superdrug Will No Longer Stock Brands That Don't Have Diverse Foundation Shades

The move comes on the back of the store's #ShadesofBeauty initiative.

In a move that's been met with praise and appreciation, beauty retailer Superdrug has announced that they will no longer be stocking foundations that don't boast diverse shade ranges. 

The topic of diversity has been a burning one of late in the industry with ranges such as Fenty, MAC, Bobbi Brown and Estée Lauder offering extensive and inclusive shade ranges to suit every skin tone. 

“Diversity has become a buzzword in the beauty industry over the last few years, but at Superdrug we don’t see inclusivity as a trend, it is a fact of life," Superdrug’s commercial director, Simon Comins, said.

"In 2019, it is unacceptable that some brands aren’t catering to our diverse and beautiful customer base. We want all our customers, no matter what gender, shade or skin type to be able to get their correct foundation in-store and online. This is why we challenged our suppliers to be truly inclusive and offer a minimum of 20 shades ranging from pale to dark."

Superdrug currently has over 650 foundations available to buy and say they are 'working really hard' to increase that number.

In the next few months, they promise to launch a number of new brands including EX1 which caters to olive skin tones.

“We’re also taking time to broaden the shades available in our B. by Superdrug collection of vegan makeup to offer more options for all customers," he added.

The move comes on the back of the store's #ShadesofBeauty initiative, which promised to tackle the lack of diversity in makeup on the high street.

One of the store's surveys found that 70% of black and Asian women didn’t feel represented when shopping for makeup.

Now, the store has demanded that any brands hoping to be stocked in their stores extend their shade ranges to at least 20 offerings.

Main image by @winnieharlow

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