CoverGirl Joins Inclusivity Trend with 40 Shades of Foundation

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If you have a hard time finding your foundation shade in the drugstore, CoverGirl may have come to your rescue.

CoverGirl cosmetics is the latest makeup brand to diversify its foundation range following Fenty Beauty’s monumental success with 40 shades of inclusivity for all skin tones.

The TruBlend Matte Made Foundation available for $9.99, has been named CoverGirl’s ‘most inclusive foundation ever,’ with 40 shades they say it is designed to match more than 99% of skin tones.

The foundation debuted in drugstores and Ulta in May.

Since Rihanna’s Fenty Beauty launched in September with 40 foundation shades, a number of brands have taken steps to extend their color portfolio.

In April 2018, Target unveiled 60 foundation shades as part of its 150-piece collection for medium to dark skin tones. Estée Lauder also added more shades to its flagship Double Wear foundation and Huda Beauty has followed suit with a 30-shade range line.

Finally, Too Faced cosmetics announced a collaboration this week with Beauty Influencer Jackie Aina. The collaboration focuses on an extended color range of again 40 shades of foundation that will debut later this month.

Rihanna continues to set trends in the beauty industry and the girls follow.

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