Beauty brands are trying to be as versatile as possible, recognizing that the market consists of many types of complexions and skin colors. M.A.C., which has always been at the forefront of inclusivity, has just announced that they are expanding their foundation line, in step with recent changes announced by Beauty Bakerie, Fenty Beauty, Revlon, and Lush.
Last year, Fenty set the standard by committing itself to be available for people of “all ages, all races, and all genders.” Now, M.A.C. customers will be treated to an additional 18 new shades in the brand’s Studio Fix Fluid SPF 15 foundation line, bringing their total to 60 foundation shades, each selling for $30.
"Express yourself and your individuality. Embrace every shade of you with the expanded Studio Fix foundation and Concealer lineup, now matching more shades and undertones than ever before," the brand says.
The new selection of foundation shades is part of a major change to products in the Studio Fix line. The Studio Fix Powder Plus Foundation now includes 53 shades, the 24-hour Concealer has 33 hues, and there are several new Conceal and Correct Palettes, as well as new contour palettes.
Studio Fix is intended to be a versatile, buildable foundation that can be used to create four different finishes – fresh, dewy, matte and full – according to Terry Barber, M.A.C.’s head of make-up artistry. The fresh finish is meant to be "the not-quite-no-make-up-skin,” Barber says. It is meant to fine-tune rather than fully transform. "It’s about knowing your layers and where to tweak and where not to tweak. One of beauty’s great conundrums.”
At the other end of the spectrum, full refers to, “The fearless glamour of flawless coverage. High octane skin with a mannequin finish.” Barber adds, “MAC has always been at the forefront of allowing people to transform themselves in whatever way they want and this is where we once again tap into our heritage.”
Other brands with expanded foundation lines include Flesh, developed by former Allure editor-in-chief Linda Wells, available in 40 radiant shades; Il Makiage, a professional makeup line that dates back to the 70s, available in 50 highly-pigmented shades; Dior Backstage Face & Body Foundation, available in 40 shades; Jouer Essential High Coverage Creme Foundation, available in 50 shades, Rihanna's acclaimed Fenty Beauty Pro Filt'r Soft Matte Longwear Foundation, available in 40 shades, and Huda Beauty #FauxFilter Foundation, available in 30 Instagram-ready shades.
M.A.C. has also announced a new online tool to help customers find the perfect shade, depending on their skin tone. The company has also announced the return of a brand new Patrick Starr collection, a Caroline Daur line that tastes like cake, and an expansion of its glitter pigments. The newly expanded foundation line is now available online and at select M.A.C. stores.