It Cosmetics launched a new foundation and the shade range appears more limited than Tarte’s

Alexandra Hourigan 23 January 2018 NEWS


While this product looks pretty exciting, this new foundation is only coming in 12 shades. And given the recent backlash against other brands with limited shade ranges, we have a feeling the Internet won't be forgiving.

Only a few minutes ago, the upcoming It Cosmetics Bye Bye Foundation was revealed. And surprisingly, it only has 12 shades. And it's hard not to notice that the vast majority of these shades fall on the lighter end of the spectrum. In fact, looking at the image posted on @TrendMood1, it seems as though there is only one darker shade called "deep". This is an interesting move for IT Cosmetics given the recent conversations around inclusivity in the beauty world.

Hopefully, this image is only showcasing a few initial shades and the brand might be adding to the range at a later date. However, at the present, IT Cosmetics hasn't commented on a potential shade range expansion.

Inclusivity in beauty and makeup is a hot topic at the moment. Just last week, Tarte Cosmetics came under fire for releasing a foundation line with a limited shade range. The brand received a huge amount of backlash for its limited Tarte Shape Tape foundation shade range of 15 colours. It's clear that society wants to start seeing more extensive shade ranges in makeup like the Fenty Beauty 42 shade foundation or the Huda Beauty 30 shade Faux Filter foundation.

After all the negative feedback Tarte Cosmetics received, the brand announced a necessary remedy – 10 more shades are on the way to ensure the range is more inclusive to people of all colours. They're just not ready yet.

Given the scale of the negative feedback around the initial Tarte Shape Tape shade offering, one could assume that beauty brands would have heard the message loud and clear. Customers want shades for everyone. Unfortunately, perhaps not everyone was listening.

Image: @trendmood1

In a post uploaded to the @trendmood1 Instagram account, the beauty blogger behind the account has called out the brand (as well as Tarte) stating: "I hope more brands will be aware of launching diverse foundations for different skin tones and read the comments from us, the consumers and make changes. We are all different but we are all the same!"

The foundation comes in the shades Fair, Fair Light, Light, Light Medium, Medium, Neutral Medium, Medium Tan, Neutral Tan, Tan, Rich, Rich Honey and Deep. The foundation aims to be a full coverage moisturizer with a SPF of 50+ as well as a clinically tested hydrating and anti-aging cream with 3D Skin Flex. The foundation will be launching mid-February.

We'll keep you updated around this new launch and on any information regarding whether IT Cosmetics decides to expand its range like Tarte Cosmetics did.

Latest fashion news

Get more from finder

Ask an Expert

You are about to post a question on

  • Do not enter personal information (eg. surname, phone number, bank details) as your question will be made public
  • is a financial comparison and information service, not a bank or product provider
  • We cannot provide you with personal advice or recommendations
  • Your answer might already be waiting – check previous questions below to see if yours has already been asked

Finder only provides general advice and factual information, so consider your own circumstances, or seek advice before you decide to act on our content. By submitting a question, you're accepting our Privacy & Cookies Policy and Terms of Use, Disclaimer & Privacy Policy.
Ask a question
Go to site