Another day, another laughable shade range, folks! Tom Ford has added itself to the list of brands to launch a foundation collection that's seemingly more about beige worship than providing an inclusive complexion product line. As it goes with most disappointing releases, fans gave the brand a piece of their mind, but this time they're taking the pushback a step further. Critics are also aiming to hold beauty influencers — namely Trendmood — accountable for promoting a brand without acknowledging its willful exclusion.
This latest foundation debacle also has people (*emphatically points at self here*) wondering whether or not talking about inadequate shade ranges even matters at this point.
Trendmood announced the luxury beauty foundation line with this very telling photo collage.
One of these foundations in this collection is VERY much like every other.
"Available Now. LINK [in] bio online #Nordstrom @tomfordbeauty. NEW! #Summer2019. Soleil Flawless Glow Foundation SPF 30 — A lightweight gel-serum foundation with sheer-to-medium coverage and a satin finish that glows without adding shine," the influencer shared on Instagram.
"It hydrates skin and protects from UV rays and pollution. Features a unique moisture complex of red fruit extracts including watermelon, lychee seed, and apple. They increase water held by skin's cells. Gives skin a healthy-looking, fresh glow and provides protection, too, in 20 shades, $87 each. Did u get yours?"
Fans were less concerned about whether or not they scooped up Tom Ford's latest and more concerned with the extremely beige shade range.
"The shade range of the new @tomfordbeauty foundations is so disappointing. There are 20 shades and to be frank, I could probably be able to make each shade in the top row work for me (maybe even more)…," one fan shared in her Instagram Story. "But there’s only ONE shade that looks like it would work for a medium skin tone. Tom Ford beauty, you should do better than this range of 20 shades of beige. There are brands that are putting out amazing shade ranges for half the cost. How is this still an acceptable shade range to launch?"
Some fans believe that of all the bad shade ranges we've seen, Tom Ford might just take the entire beige cake.
"This actually might be the worst foundation launch we've seen," a fan shared in the Trendmood comments. "I'm always willing to drop $$$ on makeup. But $87 for a sheer foundation along with an insulting AF shade range[?]"
Yikes.
They also believe that the emphasis on whiteness reflects what the Tom Ford brand believes about people of color economically.
"20 shades? $87 dollars? This ain't it chief. These claims aren't impressive enough for the price. I also peep why the shade range is abysmal. They think certain people can't afford it. Keep it, sis," a critic speculated.
People who represent all skin tones are rightfully upset with Tom Ford.
They want to know where the deeper shades are in this line of foundation.
"Where are the shades for black people? This shade range is disgusting and a joke. @TOMFORD should be ashamed not allowing anyone other than a pale white person to buy their foundation," one person vented on Twitter.
One fan did provide some relevant context for this latest Tom Ford offering.
"His stick foundation and liquid both have a deep range," she shared on Twitter. "Only one formula has limited shades. I’m going to wait to see it in person. His PR shots aren’t the same. And the glow this gives looks amazing."
The fan is right. The brand does carry another foundation line with deeper hues.
The Tom Ford Traceless Foundation Stick ($87, Sephora) has 29 shades including several medium, medium deep, and deep shades. The foundation also has pretty rave reviews. Of course, this presents the question about whether or not brands are obligated to make sure each foundation line it offers has an extensive shade range. From a moral standpoint, the answer would be yes. After all, shouldn't people with deeper skin tones have just as many foundation options within a brand they love as their fairer-skinned counterparts?
Why not? It's also important to question why the shades that get left off are always on the deeper end of the color spectrum. If brands truly cannot make the number of shades they want to for cost reasons or whatever else, then why is the choice always to go with lighter shades? Hmm. Tom Ford, you got those answers?
But fans aren't just over brands releasing bad shade ranges; they're also seemingly over the influencers who peddle their products. Fans didn't appreciate that Trendmood made no mention of the limited shade range.
"Why are we still providing a huge platform for companies who think 20 shades of beige is OK? Why are we still allowing exclusivity in 2019 and acting like there is nothing wrong?" one fan wrote in the Trendmood Instagram comments. "Everything is wrong with this post. From allowing a company to feel like they don't have to do better to promoting the idea that white women are the only ones worthy enough to have a damn shade. Stop promoting these companies. Let them know that this is not OK and that you must do better. We. Must. Do. Better."
They want her to stop glossing over what's in everyone's faces.
One fan mocked her faux inclusive call-to-action in the comments. "Did you get yours? How could I possibl[y] get my shade ma'am?" the fan asked.
It is kind of strange to ask your one million followers if they got their foundation, as if the follower count doesn't consist of people with much deeper skin tones than the options shown in the photo.
Fans seem to have moved beyond viewing Trendmood as merely the messenger when it comes to brand launches.
Trendmood followers clearly want her to acknowledge her power. They are asking her to consistently hold beauty brands to a higher standard.
"@Trendmood1 when will you stop [peddling] brands that quite clearly don't care about a large demographic of people? Or are you just more bothered about your paycheck?" one fan asked her directly.
Some fans are even suggesting that Trendmood promoting brands that exclude deeper skin tones is grounds for seeking other makeup news sites that cater to people of color.
"I don't have any issues with Trendmood. S/o to her for being so creative and creat[ing] this Trendmood empire. It's something this modern day makeup community needed. She's the middle man…," one fan shared. "BUT POC need their own version of Trendmood. A makeup news page that favors POC and shows/supports brands that cater to everyone, but especially POC. Trendmood herself can never do that 'cause she'll never be able to relate to POC struggles. She'll never know what it's like when you hear about a new foundation and you're so excited to try it but then you can't because your skin color was never included. HIgher-end luxury brands like Tom Ford will never cater to POC because they're trying to target a 'certain' audience. POC deserve better…"
For clarity though, Revelist must reiterate that Tom Ford does carry deeper shades in a separate foundation line, so it isn't not catering to shoppers with deeper skin tones at all. The brand simply doesn't cater to them with this particular launch, which is still erroneous.
At this point in the foundation game, it's important to figure out the best way to address the repetition of lacking shade ranges.
The foundation range topic can be fatiguing over time. One can't help but ask what it will take for brands to honor inclusivity in totality, but it's also tiresome to even care. It is a beautiful thing to see people of all shades stick it to beauty companies who want their dollars but discriminate so openly. A culture shift has happened where many shoppers are loyal to inclusivity being the standard. It's lovely that equality is such a regular part of the beauty conversation.
At the same time, calling out every brand that screws up requires energy that — as a beauty writer/reporter and black woman in the ranks of the oft-excluded — I do not always feel like giving out.
So here's an exclusive image of me reacting to a brand that doesn't cater to my skin tone.
Queen Bey taught me well. I'm proudly part of an ethnic group that spends loads of money on beauty. If a brand wants to pass up on that, then it's simply helping me figure out which labels to pay dust when I'm in Sephora.
I give brands and influencers the same energy they give me, which is why I don't mind that Tom Ford or any other name leaves me out or fails to stand up for me. I know how to press the unfollow button, to avoid links so I don't offer certain brands my currency in web traffic, and to give a company no social mentions so I add nothing to its web clout. That's how I hold the powers that be in the beauty industry accountable without disturbing my own peace.
It's another day, another bad shade range, and another very easy buying decision.
