8 months ago
22
To kick off Skin Cancer Awareness Month, skin-care brand EltaMD has expanded its UV Clear and UV Daily collections to include Deep Tint iterations of the bestselling products.
Inclusive shade ranges in beauty have long been a point of contention, and in sun care, that’s been amplified. According to research from Boston Medical, 62% of tinted sunscreen products are only available in one shade, excluding consumers with medium and deep skin tones. Statista predicts the sun-care market will be worth $13.6 billion by 2028.
With more consumers demanding a wider range of shades, beauty brands across categories have been rapidly expanding their collections, but not every brand has gotten it right. Case in point is the 3-year-old Gen-Z beauty brand Youthforia, which recently came under fire for attempting to extend its foundation collection to include medium-deep to deep shades. Beauty creator Golloria’s TikTok video reviewing the brand’s darkest shade, which she compared to black face paint, now has 2.7 million likes and 32.8 million views.
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English (US) ·