‘MoMinerals’ range caters to frustration of multicultural women

By Michelle Yeomans contact

- Last updated on GMT

‘MoMinerals’ range caters to frustration of multicultural women

Related tags: Pigment, Human skin color

As consumers with dark skin tones continue to call for a wider selection of colour cosmetics that truly match their skin, one UK brand is formulating to meet the demand.

According to ‘MoMineral Makeup UK’ spokesperson, Omolara Tayo-Sobajo; while there is a plethora of colour cosmetics on the market catering to dark skin, many still do not represent the full shade variations of all consumers.

“The complex diversity of overtones and undertones caused by the rich melanin pigment in dark skins result in many shade variations. Amidst a plethora of pearly pinks, peaches and nudes, there’s never really been much choice for those with olive and darker skin tones,” ​she states, matter-of-factly.

Products intended to match deep skin tones can often be too red, dull or too pale.

Natural formulas even harder to find

Tayo-Sobajo also points out that natural formulations in this category are even harder to come by and this brand is focusing on providing this benefit in particular in its 16 shades of foundations, powder, lip colour and mascara.

The range consists of Dark Skin-Deep Tan, Dark Skin-Dark Tan, Dark Skin-Medium Tan, Dark Skin-Light Tan and is tipped as taking the hassle out of the ‘trial and error’ purchasing process.

"What makes MoMineral Makeup unique is that it's purely made of natural organic ingredients which have no after effect on the skin and system. The foundation cover is very light yet gives full coverage. The lip gloss is full of colour and moisture too,"​ Omolara concluded.

Are the industry’s efforts in this area really behind the times?

While Omolara’s observation of consumer frustration in this category may be well founded, beauty giants have been dedicating more of their R&D funds into studying the texture and tone of women from an array of backgrounds.

L’Oréal for example, has been collating data from women across the United States in recent years in an effort to develop customised ranges which, if done right will be suitable for similar skinned consumers in Europe.

The international cosmetics player’s ‘Women of Colour Lab’ has been working on ‘right-toned’ foundations by including the rarely used ultramarine blue pigment in their formulations.

Related topics: Brand Innovation, Colour Cosmetics

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