Superdrug is making a major change to the way it sells foundation

The majority of beauty brands are trying to make their ranges more inclusive – but there’s still a long way to go. Superdrug’s latest decision to stop selling any foundations with less than 20 shade options, however, is a step very firmly in the right direction.

Following the launch of its #ShadesOfBeauty campaign three years ago, which highlighted that two thirds of black and Asian women feel that the high street does not cater for their beauty needs, Superdrug has reached out to suppliers to ask that they broaden the offering of their make-up lines. Crucially, it has also committed to cutting out those who don’t act upon this request.

Superdrug
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Speaking to Stylist, Superdrug’s commercial director Simon Comins explained of the move: ‘Diversity has become a buzzword in the beauty industry over the last few years, but at Superdrug we don’t see inclusivity as a trend, it is a fact of life. In 2019 it is unacceptable that some brands aren’t catering to our diverse and beautiful customer base.

‘We want all our customers, no matter what gender, shade or skin type to be able to get their correct foundation in store and online. This is why we challenged our suppliers to be truly inclusive and offer a minimum of 20 shades ranging from pale to dark.’

Earlier this year, Superdrug wrote to the makers of its current offering, which boasts over 650 foundations, and appealed to them to they develop their collections to offer a full spectrum of both warm and cool tones, and not just in foundation – powder, concealer and any other bases, such as CC cream, also need to cater to a wider audience.

Superdrug foundation
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According to Stylist, Revolution and Barry M were the first brands to respond to Superdrug’s letter, both agreeing how important the initiative was.

Comins points out that there are also new brands launching at Superdrug in the upcoming months, including EX1, ‘which caters to olive skintones’, and B. by Superdrug’s vegan make-up line will also expand to include more options. So far, it seems to be seriously impressive work – here’s hoping other retailers follow suit.