![]() Darker shades don’t sell. We’re bringing out your shade in six months.’ But how it makes you feel is that you are not important. “As a beauty editor, I’d hear the same excuses from brands year in, year out,” she says. ![]() (One Insta-beauty influencer who didn’t want to be named told me she had recently declined a foundation campaign based on its “frankly pathetic” seven shades.)ĭr Ateh Jewel, a beauty editor, broadcaster and diversity advocate, has spent her professional career going to foundation launches and seldom finding anything to match her skin. Many make-up artists, beauty editors and influencers believe that any brand not stepping up must be held to account: it’s commonplace now for influencers to have an “inclusion rider” that stipulates a minimum number of shades a brand must have before agreeing to work with them. ![]() Dior Backstage Face & Body Foundation (40 shades), £29.50 ![]()
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