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Sephora Fenty displays are still very popular in-store

If you have darker skin then you know the struggle is real. You would think even I’d be able to find a match easily as I am often the darkest shade most brands carry but even still they were never quite right. I’d usually have to mix. But the proof is in the pudding as they say because the darker shades of the Fenty Pro Filt’r Foundation sold out within a week in-stores and online (both on Sephora’s website and the Fenty Beauty site). I was barely able to get samples when I went in only 3 days after the launch. I went back recently and it was still slim pickings. One of the shades I wanted to try literally only had 2 drops left. I’ll do a full review on the foundation soon once I’m actually able to secure my shade but I’ll just say I know why it’s disappearing off the shelves. The hype is real.

Just one of the Sephora stores I visited but they all looked the same

As a result, other brands are definitely feeling the pressure. The pressure to compete with the business Fenty Beauty is generating among her melanated fans. And since the darker foundations shades are sold out and keep selling out, I guess they figure why not remind us that they have shades that can accommodate us as well. Just in case we need an alternative in the meantime I guess. Now there are brands that have a good range and even 40 shade as well but the issue is many feel like they weren’t concerned with trying to get us as customers before. They weren’t concerned with making sure they posted models on their pages with darker skin tones or swatches of their darker foundations. They weren’t concerned with making us feel included. So don’t do it now that you see that there’s actually a real market for this. And to the brands that did include us in marketing and social media, there was no need to remind us. We already knew.