Right off the heels of tarte’s Shape Tape foundation backlash , IT Cosmetics is getting called out for its own issues with inclusion. Although the new Bye Bye Foundation doesn’t hit stores until next month, makeup lovers are not happy with what’s to come.
https://twitter.com/bernardartistry/status/955801747519426560Beauty guru, Trend Mood 1, received the 12 foundations yesterday and took to Instagram to display the new products. In her post, she names all the shades, “Fair / Fair Light / Light / Light Medium / Medium / Neutral Medium / Medium Tan / Neutral Tan / Tan / Rich / Rich Honey / Deep.” The debatable three “dark” shades–Rich, Rich Honey, and Dee–make it clear that the entire range favors lighter skin tones.
Source: Instagram
As expected, the comments beneath the photo are a pile of backlash toward the company with statements like, “WAAAIT WHERE ARE THE SHADES FOR THE MELANIN QUEENS AT THOUGH ?!” and “Wow look no deep shades , can’t say I’m suprised 
”
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Sadly, we can’t say we’re surprised, either. Not because we’ve eradicated racism or the idealization of fairer skin tones, but because we’ve called out beauty brands for this exact thing so many times. In 2018, there’s no viable reason to exclude deeper skin tone ranges. If it’s coming from the top, it means the company needs to be restructured— hire women of color, at the very least.
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The industry has deep roots in creating the image of beauty around fair skin tones, and it takes time to change this. But time is up, there’s been enough warning, outrage, and unacceptance. PSA to beauty companies: I don’t want to be writing about this anymore. Step your game up.
As of any recognition from IT Cosmetics, there’s been no official apology or comments regarding the situation. We’ll update the story with any new information as soon as it is released.
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