Every year, women of colour spend up to 80% more on cosmetics, solely because cosmetics brands often don’t expand beyond supposed one-size-fits-all shades of beige.
Sephora’s solution? Their Sephora + Pantone Colour IQ program, making its debut today at their Times Square store. The service uses a handheld device, which makeup artists scan over different parts of a client’s face. These colour swatches will then form a Pantone skin tone number, which is then matched to a list of foundations which are perfectly tailored to the client’s skin tone. From there, makeup artists can help narrow down the choices based on a customer’s different needs—think SPF coverage, formula weight and skin sensitivities.
While the initiative is certainly innovative, we hope that it calls more attention to the need for cosmetic companies to represent an entire range of skin tones and ethnicities, at varying price points. After all, a program like this serves little purpose if there isn’t an array of foundation formulas that everyone can choose from. We also hope to see the program rolled out at Sephora stores worldwide.