For an industry that’s all about expressing yourself, the beauty world definitely moves in packs. Take how things went down with the Urban Decay Naked Heat palette: once everyone fell in love with its mix of bronzey-red colors, tons of other brands came out with their own spins. Now, people are wondering if something similar happened with Kylie Cosmetics’ new concealer line. News broke today that the brand is dropping 30 shades of concealer, and the Fenty Beauty comparisons are already taking over Twitter.
Which might seem a little weird, given that Kylie Jenner is the one behind the expansive line. But here’s the theory: people think that when Fenty Beauty broke ground and released its foundation in 40 colors, it proved once and for all that there’s money to be made from catering to everyone’s shades. Fenty’s foundation shades ranged from light enough for an albino woman to the deepest possible shades, and the dark colors sold out ASAP—driving home the message that women of color are ready to buy. As one of the first brands to include women of all colors in its starting shade range, there’s no denying that Fenty set a new precedent for beauty brands.
So on the upside, people agree that it’s a welcome change that Kylie’s concealers are so inclusive from the get-go. Up until basically now, that hasn’t been the norm—foundation and concealer products from mainstream brands would typically launch in around 10 colors, most falling into fair-to-medium shades. Products for women with darker skin tones would roll out later, if at all.
Granted, some other brands were making wide foundation ranges in life pre-Fenty. But the timing is turning some people off, according to Twitter. No one knows when Kylie started developing her concealers, but some are reading it like she saw the money that Fenty made from its inclusivity, and broadened the concealer’s shade range in response. Kylie made $18 million in one day on her last holiday collection, so no one can say she’s not a savvy businesswoman.
However you feel about the concealers’ backstory, they do look good. People on Twitter also speculate that if the similarities between Kylie Cosmetics and ColourPop are to be believed (both lines manufacture their products in the same factory), ColourPop’s concealers might be good dupes. Pricing on Kylie’s concealers is TBD, but given that you have to order both sight unseen, and ColourPop’s line sticks to 12 colors? Kylie might win this one.
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