Although there have been a few missteps here and there, the state of diversity in the beauty industry is on the up and up. Brands are realizing that beauty consumers have the power of the dollar and want to see themselves reflected in brand campaigns and new product releases. The individuals you see in makeup ads feel the same way, so in return, Marc Jacobs Beauty cast 29 models of a variety of ethnicities to promote its brand new foundation.
You best believe we have the images of these women, but first, the details. The formula, Shameless Youthful-Look 24-H Longwear Foundation SPF 25, will be available on February 9 at MarcJacobsBeauty.com and Sephora.com, plus in-store at Sephora, Neiman Marcus, Bergdorf Goodman, and select Marc Jacobs stores starting on February 23 — but we’ve got the first look.
“From photoshoots to runway shows, I’ve had the opportunity to work with many models of various ethnicities and skin tones,” Hannah Ferguson, who appears in the campaign, tells Refinery29. “I have also seen far too many models have trouble in the makeup chair simply because the artist didn’t have access to the perfect shade. I am excited to be a part of a project that is furthering the conversation on inclusion, as everyone — no matter what color your skin may be — deserves the right to feel beautiful.”
Ahead, see what Shameless looks like on a variety of skin tones, and learn what this impressive launch means to some of the campaign’s faces.
“My skin tone is golden and olive, which can be a challenge to match, especially in the winter when my skin is more fair,” Ke’Andra Samone, in shade Y340, says. “Being able to go shopping and know that Marc Jacobs will have everyone’s shade makes me feel like I am being seen. They are acknowledging me, someone mixed, as someone important by having my shade…”
“I think it’s so important for everyone to feel represented, and it makes me so happy to see brands stepping up and doing their part to make sure every skin tone is included in their product,” Tess McMillan, in shade R150, says. “What may seem like a small step to some might mean the world to someone else.”
Shade R150: Tess McMillan
“Growing up, I hated everything about myself that made me stand out from a crowd, from my curly hair to my pale skin,” Lily Nova, in shade Y110, says. “I spent most of high school trying to change them so that I could fit in. Icons like David Bowie and Gemma Ward really helped me accept that beauty is relative and you don’t have to look like everyone else to feel beautiful.”
“My mother is my icon, and made me feel beautiful growing up,” Dipti Sharma, in shade R380, says. “I see her and I feel beautiful. She reminds me every day how grateful I should be to be born as a free woman with no barriers.”
Keep clicking to see the rest of the shades.
Christina Kruse in shade Y210.
Rose Daniel in shade R230.
Teddy Quinliven in shade Y130.
Hannah Ferguson in shade R310.
Faith Lynch in shade Y270.
Riley Ticotin in shade R300.
Sohyun Jung in shade Y320.
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