Despite the fact that black women make up a significant proportion of the money spent on cosmetics each year, we are still short on finding the right foundation shade. So why does this exist? Pride Survey… Mary Bello
The base I use was discontinued and was the deepest shade of the range. The next colour is called “dark” and looks at the house of a woman whose complexion resembles that of Evalongoria. When this happened I was pretty humiliated. So I’m a medium black skin tone on the spectrum, from fair to dark skin. So, what hope is there if my bag stops before my shade? And when I turn my clock back five years ago and look at my photos, I look like dusting talcum powder on my face. Yes, I was a victim of the many other young black women suffering. I couldn’t match the foundation with my undertone. Buying under obsession, the girl at the makeup counter guaranteed me that the product was “just right”. But it turned out I looked grey and washed away.
Many of the women I interviewed, friends and family all have the same problem. There is a lack of a proper foundation on the UK high streets for black women.
Charlene White of ITN NewsReader said, “It was only a few years ago that major cosmetics companies began to realize that there were more than one shade of ours! Despite the fact that black women in the UK are being heard more and more, it’s surprising to think there are small demands. “Give me different colours of foundations!” It seems deaf.
The heart of the question is, why do cosmetic companies seem to struggle with black women who make good color choices? What’s more, why do our American counterparts seem less problematic when it comes to choosing the right foundation? Crossing the Atlantic Ocean makes it very clear that the choice is perfect. Visiting a shopping mall, department store or chemists over there will be attacked with an array of women’s foundations of any color that will turn your head. This is for all kinds of brands, from low-end to average prices and luxury brands. They cover it.
YSL’s Touchééclat was announced last year at Blighty in a range of top-notch concealer colours, but found them on a 2007 trip to Miami! So, what is hold-up? Why do we fall behind the state? Delitapintos, a makeup artist at fashion fairs, suggests that there is a deep measurement of this. “After the US civil rights movement, there was direction towards positive action. The company had to represent the minority. The fact that black Britons didn’t have to engage in a big anti-pregnancy war that African Americans would provide an explanation. But wait a moment – blacks have been in the UK for over 100 years – most of our parents or grandparents arrived from the Caribbean and Africa in the 50s or 60s. Is that certainly enough time for change to occur? Sadly, as money speaks in the world of makeup and we form 2% of the population (according to the last census), we may be a forgotten skin tone. Lara Odusanya, Marketing and Communications Coordinator at Becca States. “I think there are few brands that cater to the full range of colours in the UK because there’s not a large enough ethnic population here to see it as an advantage.”
The notion that black women can see this way is enough to boil your blood and could lend a sense that we are either “second class” or not “important.” It’s not enough that major cosmetic homes like Bourjois, Christian Dior, Elizabeth Arden, and Lancomé don’t create enough colours for black women (and Lancome uses black models in their campaigns!) The problem isn’t just one of the money. If any products are present, buy them. To make this clear, you simply have to rely on Bobbi Brown, Black Up, Mac, Fashion Fair, or Becca. All of these brands are gorgeous, but caters to black women. And we are happy to spend our hands in our pockets.
There is some hope on the horizon. Lara points out that as times change, the UK has begun to embrace the sisters’ makeup needs. Unfortunately, it’s not happening fast enough. Something tells me we might be waiting for a long time until we get the wind on our boots, pick up the right foundation and pop out within five minutes.
Source: Pride Magazine – www.pridemagazine.com
