A New Inclusive Beauty Brand Just Debuted & We’re Already Picking Our Perfect Shade

Since Rihanna’s Fenty Beauty basically prompted the hyper-inclusive beauty movement when the brand debuted 40 different shades of foundations that actually don’t suck for a change everyone can use, it’s been hard to keep up with all the new beauty brand releases.  But, we’re definitely keeping tabs open on the newest member of the cosmetic community: Flesh Beauty.

Nylon reports that Flesh Beauty was created by the first beauty editor at Allure magazine Linda Wells. What’s more notable about Wells’ brand is the name itself. In an interview with WWD, Wells talks about the significance behind her brand’s name. “It’s really focused on the idea of flesh being all flesh colors — we’re redefining the notion of what flesh color really is and having it be inclusive on every level… Now, 40 foundations has almost become the industry standard, but it’s really broadening that conversation and proposition out to other products as well,” Wells says.


The whole situation

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Often, cosmetic corporations discriminately label specific shades (typically lighter shades) nude or flesh tone. Meanwhile, the same brands will name darker shades of complexion and lip products after food products (mostly with a caffeinated theme). Flesh Beauty’s name alone could help rebranding what nude and flesh tones mean in the makeup industry, which is a critical component to changing how beauty standards perceive and treat products for people with darker skin tones. Because nudes and flesh shades are as diverse as the consumers who buy these products, Flesh Beauty can ultimately combat the multitudes of stigmas within the beauty industry. Flesh Beauty plans to give the cosmetic industry a makeover with her fresh-faced makeup line, which shouldn’t be a problem considering the inaugural release will host 12 different, but diverse, beauty products.

According to Hello Giggles, the 12-product launch will include an assortment of 96 products. Flesh Beauty plans to roll out 30 different lipstick shades, 40 shades of foundation and 14 different highlighter shades. Plus, the prices range from $18 - $28, which makes the new brand a bit nicer on our college student budget.

While all Flesh Beauty’s products are currently available online on Ulta, all the varying flesh shades will be available in Ulta’s physical stores on July 8, Bustle notes.

Though Flesh Beauty is a newbie in the cosmetic arena, the company and its founder aren’t new to mindful inclusively, nor do they treat it as a fad. “We’re in a post-Fenty world now, where talking about inclusivity is a commitment — it’s not just acceptable, it’s desired,” Wells tells WWD.