The beauty industry is increasingly realising that new products launched must be available to all, and have diversity at the forefront of its mind. Fenty Beauty was the real trailblazer in doing this, releasing a foundation with an incredible 50 shades, and was followed by brands such as Huda Beauty, who also raised the bar. The latest brand to embrace a more diverse shade range is Urban Decay, who have just released their own foundation range featuring 50 shades.
The Stay Naked foundation is the latest addition to Urban Decay’s infamous Naked range, which started with its bestselling Naked eyeshadow palette. The formula, which it has been revealed will come in an impressive 50 shades, boasts a medium buildable coverage, up to 24 hour long-wear, and is waterproof, breathable, and vegan/cruelty free.
While the extensive shade range is impressive, the fact that the brand has chosen to use shade numbers rather than potentially questionable shade names should also be lauded. ‘We used numbers because it takes the emotions and connotations out of shade matching
and allows you to get the precise shade match using undertone and skin shade,’ says the brand.
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Say hello to UD's ALL-NEW Stay Naked Collection: . ✨50 shades of long-wear foundation ✨25 shades of Correcting Concealer (+ 2 Pro Customizers!) ✨12 shades of Vice Lip Chemistry Our UD Global Citizens found their Naked Truths: Ezra Miller wears 20NN foundation and 20NN concealer @ChaelinCL wears 40WY foundation and 40NN concealer @Lizzobeeating wears 70WR foundation and 70WO concealer @KarolG wears 51NN foundation and 50NN concealer @JoeyKing wears 10NN foundation and 10NN concealer AVAILABILITY: – UrbanDecay.com on July 19 – Ulta.com and in-store at Ulta on July 21 – Sephora.com, Macys.com, Nordstrom.com and Belk.com on July 29 – In-store at Macys, Belk and Nordstrom on August 1 – In-store at Sephora and Sephora inside JCPenny on August 1 – Australia, Hong Kong, Indonesia, Korea, Malaysia, Singapore and Thailand: starting August 1 – Canada and UK: starting July 18 – Mexico: starting August 5 #StayNaked #UrbanDecay #PrettyDifferent
Urban Decay has taken its precise shade matching one step further by also offering their foundation with different undertones. While the number of the foundation (which goes from 10 to 90) refers to the shade of your skin from light to dark, the first letter points to whether the skin’s mastertone is cool (C), neutral (N) or warm (W). The third letter then indicates a more specific undertone, which ranges from rosy pink to rich red. So an example of a shade name would be 20CP.
The new foundation (which costs £29.50) is also accompanied by a matching concealer (£20), which comes in correlating shades. Both will be available from 18th July 2019 at Urban Decay boutiques and on their website, and will be sold nationwide at other stores from 1st August 2019.