Call it the Fenty effect, but it seems that "40" is the magic number for makeup brands launching foundations in recent months. While some brands are offering new formulas in a wide range of shades, others are extending the colors of their best-selling foundations so there are better shade options for everyone.
Although it seems that brands are following Fenty's lead, there are a few companies—like Make Up For Ever and MAC—that have always offered wide shade ranges. From makeup counter classics to newcomers like ColourPop, there's never been a better time to be in need of a new foundation.
When Rihanna launched Fenty Beauty with 40 foundation shades, the move inspired other beauty companies to expand their shade offerings, or come out with entirely new foundation ranges.
With its most inclusive complexion launch to date, CoverGirl's new TruBlend Matte Made Liquid Foundation comes in 40 shades broken down by light, medium, tan, and deep.
Whichever one of Estée Lauder's 42 shades you choose, it'll stay put for up to 24 hours without caking, creasing, or smudging. The oil-free formula has a matte finish that keeps excess shine under control.
This makeup counter staple minimizes pores and imperfections with a demi-matte finish, plus offers SPF 15 protection. With 42 shades to choose from, everyone can find their perfect match.
Cover FX's latest foundation comes in an extensive number of shades—40, to be exact—that are based off of depth and undertone. As for the actual foundation, it's essentially moisture-proof. It has a matte finish that holds up against water and sweat.
If you can't be bothered to touch up your makeup during the day, this Lancôme foundation is your best bet. With 40 shades to choose from, the formula keeps your skin's pH level consistent so it won't cake, crease, or get oily.
An early adopter of the "Magic 40," Maybelline expanded its line of Fit Me! Foundations by including 16 more shades.
Based on customer feedback, Smashbox doubled the shades of its Studio Skin 24 Hour Wear Hydrating Foundation (there were originally 22). Now its long-wear, hydrating formula comes in 40 tone options.
Dior's new Backstage Face & Body Foundation isn't just more affordable than the brand's other formulas, it also comes in more shades. With 40 available, everyone will be able to experience its lightweight, transfer-proof, buildable coverage.
Before Fenty, Make Up For Ever launched its 40-shade Ultra HD Invisible Cover Foundation range. The lightweight, medium-coverage formula was designed to provide seamless coverage in front of any type of camera. Consider it the makeup equivalent of a photo filter.
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