Maybelline is launching a massive foundation shade expansion with the help of Aussie creatives

And it’s about time

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.

Image supplied by Maybelline

Image supplied by Maybelline

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.

Image supplied by Maybelline

Image supplied by Maybelline

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.

While you’re picking up your favourite drugstore foundation from the supermarket, why not get some affordable mascara too. Here are 7 of the best drugstore mascaras.

Main image credit: Maybelline

Briar Clark got her start in the media industry in 2017, as an intern for Marie Claire and InStyle. Since then, her keen interest in fashion and beauty has landed her gigs as a Digital Content Producer and Beauty Editor with titles like Girlfriend, Refinery29, BEAUTYcrew and beautyheaven. She loves the way seemingly innocuous topics like skin care and style have the ability to put a smile on people’s faces or make them think about themselves a little differently. A big believer in self love and experimentation, Briar has made a point of becoming the Australian beauty industry’s unofficial guinea pig for unusual treatments and daring hair trends. When she’s not testing out the latest beauty launches, Briar is big on broadening her horizons, mostly in the form of food but she’s also partial to travelling to new destinations both near and far (and of course, allocating an extra bag to bring their best beauty offerings home with her).