Why Debut a Foundation With Only 7 Tones for Darker Skin Tones?

A New Year brings new drama in the beauty world. And this time, it’s with cult-favorite Anastasia Beverly Hills. The brand, popular for its eyebrow pencil, is kicking off 2025 with a new foundation that has given the internet lots to talk about — and it’s not for its blurring and skin-enhancing properties.

The new velvet-matte, medium-to-full-coverage foundation will be available in what some online users have referred to as “a limited” 25 shades. “Why is there such a limited shade range for WOC?” commented Instagram user @dosesofkina. “I’m not even that dark and I definitely don’t have a color option there.” They continued to write: “Less than seven shades for Black women is disappointing.” Another commenter even referred to the entire launch of the foundation as “half-baked.” “Take it back until you’re ready to offer more variety in shades and undertones,” wrote IG user @learaxlovely.

And this isn’t the first time a makeup brand has come under fire for debuting a foundation line and not thinking of options for Black and brown women. Last year, Youthforia, a beauty company known for clean, sustainable makeup, was embroiled in controversy after it created shade 600, intended to match the darkest of skin tones, which was basically just black face paint. And in 2023, Burberry came under fire for debuting a foundation line with only four shades for Black and brown women. Four.

So clearly there is precedent for this. Makeup artists also said they won’t be adding this to their kits anytime soon: One wrote, “Won’t be adding these to my kit … ya’ll gotta work on the shade range for Black Women … it’s not giving at all.” Another added, “Innovation is definitely a driver for this foundation; however, what was the intention and main objective with the chosen shade range?”

A few other users even called for attention to the New Year, suggesting that in 2025, people should be doing better when it comes to diversity and inclusion. “Just because the year is 2025 doesn’t mean you should only give us 25 shades. WHERE. IS. THE. RANGE? No excuse for a brand of this size,” wrote user @jest_jem1.

Despite the online criticism, some loyal consumers are anxiously anticipating the product launch, asking questions like “Will this be coming to Sephora?” and even complimenting the “top-tier” packaging. But it’s also evident that so far, this “impeccable” product isn’t resonating with everyone. At least not for now. “It’s 2025 why are we still begging for inclusivity,” commented IG user @glamftommarz. That is a very good question.