Until recently, Beauty Blender was known for one thing: the pink, egg-shaped, game-changing makeup sponges that help to blend in your foundation flawlessly. That’s until the brand recently announced the launch of their first ever makeup product.
The Beautyblender Foundation
It is called the ‘Bounce Liquid whip Long-wear Foundation.’ This foundation is said to be a 24 hour, lightweight but full coverage formula that comes in 32 shades. Seeing how obsessed people are about the beauty blender, there was a lot of expectation on this product.
Unfortunately, the beauty community is not impressed at all.
I came across the news on Instagram makeup account trend mood. They had posted a picture of the full shade range. People were quick to notice that despite the brand launching their first makeup product with an impressive 32 shades, there was clearly a distinct lack of darker shades. The brand has received backlash from fans who felt the foundation line was centered entirely to people with lighter skin tones.
View this post on Instagram
💗 #REVEALED!! 🚨Here is everything u need to know….@beautyblender NEW#BOUNCE – Liquid Whip Long Wear #FOUNDATION In 32 shades 🙌🏻🙌🏼🙌🏽🙌🏾🙌🏿 . Has a Velveteen matte finish, 24 Hour Wear $40 Each . . . Will be available ➡️ JULY 24TH on their website + @sephora ( waiting list starts tomorrow) . . Also July 25-26 there will be a #popup shop in NYC 10am -8pm 10 AM – 8 PM This is the only place where you can get the limited edition 32 blenders that match each shade 🙀💸 . . . I can’t wait!!!!! To try it. The packaging is beautiful!!!!! 😍 Who is ready to try Bounce ?🙋🏼♀️ XO #TRENDMOOD #beautyblender #makeupoftheday #motd #makeupoftheday #mua #ilovemakeup #makeup #makeupaddict #makeuplover #makeupblogger #makeuponpoint #onpoint #makeuplook #makeuplove #makeuptalk #makeuptutorial #makeuplover #makeupaddict #makeupaddiction #makeupdolls #onpoint #onfleek
These are a few of the comments from the post above.
“Out of 32 shades only 4 are truly Brown Girl Friendly! If you can conceive 28 shades of beige, then you can conceive an equal number of Brown shades. There’s just no excuse. Get it together! @jackieaina reviewed your product! We saw it for ourselves. Beauty blender is still bae, but if you’re going to venture into complexion products, come correct! #SeeFentyBeauty”
“Sad that such a well known brand released this color range.”
“32 total shades. 7 “deep” plus 7 “medium” equals 14. Now, 32 minus 14 equals 18… soOoOo your company created 18 shades of white, but could only manage to find 7 & 7 shades of brown (or less than 7 because technically one is Orange). Why not just make 7 shades of white or wait til you stepped up your game and created an equal 18 shades each for medium & deep? THIS IS WHAT POC IN THE COMMENTS ARE TALKING ABOUT WHEN THEY SAY YOU ARE NOT DIVERSE OR INCLUSIVE. no one really wants to hear “we took/released a weird photo”. Even IF the shade isn’t Orange, it doesn’t take away from the fact you have 18 varieties of “Light”.!
“@beautyblender @jackieaina ‘s video does it justice tho. Your “deep” is NOT deep. You have 3 realistic shades for melanin queens. Embarrassing. ITS TWO THOUSAND EIGHTEEN YALL GET IT RIGHT”
To address the issue, Beauty blender sent out the following statement.
“We truly want everyone to find their perfect match and our founder, Rea Ann Silva, is not only Latina but a professional makeup artist working primarily with Women Of Color-so she is an expert with color range…Those with tan, deep and dark skin tones understand that finding the right color foundation is all about matching your undertone. This is where Rea Ann saw the biggest hole in the market.”
Aside from all the criticism, I do have to give credit where it’s due and I must say the packaging is worth noting.
The front of the bottle is curved out in the shape of a beauty blender so you can easily mix your face oils and other products with your foundation. The formula of the product is quite impressive if YouTube reviews are anything to go by. It’s said to have a velvet matte finish leaving behind a subtle glow. The Beautyblender Foundation is retailing for $40 on Sephora.
There are positive strides being made by a couple of makeup brands ensuring that they are inclusive- catering to every skin tone. However, the question remains, are beauty companies really doing enough for diversity? Check out Jackie Aina on the new Bounce Beautyblender foundation and share your two cents with us.