5 Brands with Diverse Shade Ranges

It’s somewhat backwards that we celebrate makeup brands with wide shade ranges rather than actively dismissing brands that don’t. Diversity in beauty is a must and consumers of all skin tones deserve excellent quality makeup, both from the high street and high-end.

Particularly on the high street, many brands fail to provide diverse shade ranges and consumers end up settling for the next best shade. That is why the hype around Fenty Beauty and their inclusive products is so well deserved, but it doesn’t stop there. Here are five other innovative makeup brands offering both quality in products and quantity in shades.

The Brands


Let’s start with a classic – MAC. The cheaper side of the more expensive products, MAC is an institution of beauty halls everywhere. In addition to their foundations coming in a huge range of colours, they have a good selection of BB Cream shades. While too many brands offer their BB Creams in only varying shades of beige, MAC makes this South-East Asian skincare staple to suit all skin tones.

Courtesy of MAC

Prep+Prime BB Cream, £25.00 MAC at selfridges.com


Maybelline is one of the best brands at the high street for diversity. Their Fit Me Foundation is available in 35 shades. It provides a matte, full-coverage finish. At only £6.99, it’s by far the most affordable option on this list.

Swatches of some of the Maybelline Fit Me Matte and Poreless Foundation @Maybelline

Fit Me Matt & Poreless Foundation, £4.85 MAYBELLINE at feelunique.com


MDMFLow is perhaps a weird brand to include for this list, considering it has yet to release any skin products. However, it’s their lipstick range that has really had people talking. Founder and cosmetic scientist, Florence Adepoju, specifically formulated the lipsticks to suit a diverse range of skin tones. They do have a foundation launch planned, which Adepoju promises will include options for all skin tones, and will be affordable to boot!


Some of the MDMFLow Semi-matte Lipsticks

Pure Matt Finish, from £15.00 MDMFlow mdmflow.com

Huda Beauty

Founded by one of the biggest beauty bloggers around, HUDA Beauty caused a sensation when it first arrived in the UK. Its #FauxFilter Foundation was created to suit a variety of shades and undertones, and it comes in 30 colours. It’s available in the UK on Cult Beauty, and at Selfridges for £32.

Huda Beauty #FauxFilter Foundation Shades

#FauxFilter Foundation, £32.00 HUDA BEAUTY at selfridges.com

Cover FX

Another fantastic option is Cover FX, which is vegan, and free of the so-called ‘inflammatory five,’ (parabens, mineral oil, fragrance, talc and gluten). It offers 40 shades in 3 undertones of its Power Play Foundation. Even more excitingly, it was one of the first brands to offer what it calls its Custom Cover Drops.  These enable you to customise any other liquid product, such as moisturiser, or primer, to your skintone. You can adjust the coverage by adding more or less of the drops, which are made of pure pigment.



Custom Cover Drops, £36.00 COVER FX at spacenk.com


In this current beauty industry we have created, it is vital that all brands start producing diverse shade ranges to keep consumers happy. With the likes of Rihanna, Kylie Jenner and Kim K hitting this point with every release, our favourite brands are under pressure to provide consumers with the diversity we deserve.


Post Author: Kate Lipson

Kate Lipson
I'm a recent university graduate living in London, and always spent way too much of my student loan on skincare! I love researching and discovering new makeup, (although I'm usually too lazy to actually wear it), and I'll buy pretty much anything with the word 'hydrating' on it. I've never once managed to successfully apply false lashes, nor worked out the purpose of a fan brush.

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