Maybelline is launching a massive foundation shade expansion with the help of Aussie creatives
And it’s about time
By Briar Clark
BEAUTYcrew Beauty Editor / February 06 2022
Beauty brands have been taking the necessary steps to create more inclusive foundation lines for a few years now. And while Rihanna may have made it cool, Maybelline is now following suit after successfully introducing the full force of their Fit Me foundation shade range to Australian supermarkets.
Yep, that’s right. The iconic drugstore giant released all 40 shades of their Maybelline Fit Me Matte & Poreless Foundation (was $22 now $11 at Woolworths) via Coles and Woolworths online as a part of a national trial, where customers could utilise the Maybelline Fit Me Match Finder to find their perfect foundation shade.
It’s been a big leap forward for inclusivity in Australia, but especially for Maybelline who had previously only stocked nine of the Matte & Poreless foundation shades and 12 of the Fit Me Dewy & Smooth foundation shades in supermarkets downunder.
The initiative was firstly introduced on a trial basis, to see if having a spectrum of shades available would pique the interest of Australian consumers enough to see a more permanent solution come to fruition.
And evidently, it did.
Now, the global makeup aficionados are launching a massive foundation shade expansion across their full range of foundation formulas.
“We are proud to be expanding the global shade range across our foundation franchises to ensure we deliver products that are accessible, inclusive, and celebrate individuality,” said Alex Shadbolt, Director for Maybelline New York.
So regardless of your proclivity for coverage, hydration or lack thereof (matte finish until the day we die) Maybelline will be offering every possible shade under the sun. And they’re doing so with the help of a slew of Australian celebrities and creatives.
“To tell this story, we have aligned with some incredible local musicians and performers that
represent Australia’s diverse community and creative underbelly,” Shadbolt went on to say.
“Tash [Sultana], Harley [Alaska], AKOSIA, and Thelma [Plum] perfectly embody the Maybelline brand ethos and we couldn’t think of more inspiring artists to lead this announcement. In another locally developed campaign, we are incredibly proud to bring together this group of
talented voices to empower others to flaunt their creativity, beauty, and individuality.”
As promised, after successfully introducing the Maybelline Fit Me Matte & Poreless Foundation initiative into Australian supermarkets, the full 40 shades of Maybelline Fit Me Matte & Poreless will be made available permanently. As will 10 complexion-adapting shades of Maybelline Fit Me Tinted Moisturiser.
Additionally, the Maybelline Fit Me Dewy & Smooth range will expand from 12 to 24 shades, and Maybelline SuperStay Activewear will gain nine more shades to a total of 30, all of which will be available online as well as in-store from the 7th February, 2022.
Main image credit: Maybelline
Briar is the Beauty Editor at BEAUTYcrew. Her 'down for anything' attitude has resulted in more than a handful of hair transformations, and she doesn't mind being used as a guinea pig for the industry's most unusual products and treatments. Her work has also appeared on Refinery29, Girlfriend and beautyheaven.