Green Beauty, Brown Beauty, Inclusive Beauty?

Many of the natural beauty brands I buy makeup products from offer no skin base options for darker skinned green beauties. Feeling excluded and that my business doesn’t matter is not the best feeling in the world. It makes me most 😦

This issue is by no means exclusive to natural beauty brands. I do not expect every single company to have a colour that matches me. I do expect in 2014 for brands to offer a full spectrum to suit all the beautiful skin colours that doesn’t end at beige. Hey brands, people that don’t look like Gwyneth Paltrow love to buy natural beauty products too.

Anyway today I thought I’d highlight some exciting looking new products that are on my radar because they are offering deeper colours:


This new brand claims to have the strictest ingredients list in the beauty industry with over 1,500 items on its “never” list. I love the look of this brand – from its ethos, to ingredients, to packaging and marketing.

Beauty Counter Tint Skin

beauty counter
Beauty Counter Tint Skin

Unfortunately Beauty Counter is not available outside the USA yet so i’ll just have to lust over from afar. 


I’ve ordered a few skincare products from Gressa, which I will be reviewing shortly. The company uses high quality organic ingredients and its tagline is “Skincare + Couture Colour + Uncompromising Ingredients”. I like that green beauty brands are bringing it.

Gressa Minimalist Corrective Serum Foundation sounds right up my street!: “It’s a serum. It’s a foundation. It’s a multivitamin for your face.”

This is another USA based company but they do ship to the UK from $15.


I know Ilia for their lustworthy lip products – a few of which I have in my stash. Gorgeous colours, fab quality, sleek chic packaging, clean/organic ingredients – what’s not to love. I cannot wait to see what they’ve done on the skin front.

Ilia Sheer Vivid Tinted Moisturizer and Ilia Vivid Concealer

Again Ilia is a USA company but it is available online from a number of UK websites – check at and in-store in London at Content Beauty.

UPDATE: Read my Ilia Vivid Concealer review here.

Have you tried any of the brands above? I’m planning to be have a thorough look at what’s available here in the UK and will report back. I’m sure they are some great companies out there that do cater to more needs.  Do please share if you know any great natural beauty brands offering a full spectrum of skin shades.

  1. I think availability of a variety shades in the natural beauty world is a real issue and I can understand your frustration, I am pale but also half Spanish so have a yellow/olive undertone and a lot of brands only seem to do pink undertones which is very unrealistic. I know Anita Grant is a brand that has a great shade variety but they are minerals so not everyone’s cup of tea Xx

    1. That’s very true. I’ve never used mineral makeup and powders don’t appeal but they seem to offer the widest shade ranges. I’ll investigate Anita Grant – thanks! xx

  2. I was really stoked to see the new Ilia TM – I might just have to try it out! I agree there are limited choices when it comes to base products, but hopefully things are starting to look up 🙂

  3. Great post – I’m currently in HK and stumbled across Ilia whilst here, had never heard of them before. You’re absolutely right re: the lack of natural makeup products for darker skin. After much backlash the premium beauty brands have finally started paying attention, just need the natural contingent to catch up!x

    1. That would be great wouldn’t it! We want to buy, there’s a ready market – just give us the product! Love that there are companies like Ilia and Kjaer Weis who do such slick natural products. x

  4. Great article. As I was saying on my instagram post, however, even the range of colors like Gressa are problematic. While I’m glad they offer the Warm Deep shade, look how much darker it is than the Medium Deep. Also, both have pink/red undertones. Like you stated, not expecting every company to match everyone all the time, but there are not enough colors for women of color period. The idea that all women of color are dark skinned is also disappointing.

    1. Absolutely and it’s something I’ve raised personally with the founders of rms and Kjaer Weis recently. I’m currently researching the best options and companies offering a variety of undertones and will be writing about it soon.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: