Monat’s debut make-up collection panned for lack of inclusive shades

By Alessandro Carrara | Published: 12-Sep-2023

The direct selling brand’s new range includes a Cream Blush and Radiant Bronzer, but are only available in five shades

Monat, the multi-level marketing beauty brand, has faced backlash from shoppers after launching its debut make-up range without shades for darker skin.

The new Skincare Make-up collection features a Brighten + Correct Concealer, Hydrating Liquid-Gel Cream Blush, Perfecting Translucent Loose Powder and Radiant Bronzer.

However, the direct selling beauty brand’s Market Partners and customers were quick to point out that the concealer is only available in five light to medium shades.

“How am I supposed to promote products to potential customers when there aren’t shades available for everyone. This is embarrassing,” one Instagram user wrote.

Another wrote: “ Why aren’t we seeing shade inclusivity with these launches? Pretty disappointed that the makeup line isn’t being made for everyone.”

“It is hard to celebrate a concealer launch when there are no shades for deeper complexions! you’re isolating a large part of the makeup-buying population,” said another in response to the launch.

Another stated that the company keeps “ignoring” questions asking about the lack of diverse shades.

The beauty industry has come a long way since Rihanna’s Fenty Beauty launch in 2017 and its 40-strong shade range and its inclusive marketing campaign.

Since then most brands have prioritised diversity in its cosmetics launches or expanded their product offering to include more shade colours.

This includes Ariana Grande’s R.e.m. Beauty, which released its very first foundation range with 60 shades catering to all skin tones in August 2023.

MAC’s new Studio Radiance Serum-Powered Foundation, its first liquid foundation in more than a decade, also recently launched with 56 shades.

Cosmetics Business has reached out to Monat for comment.

You may also like