I like to think that it takes a lot to really get me down. However, a seemingly innocuous event that took place on Monday and Tuesday proved otherwise. So what happened? I couldn’t find my foundation shade anywhere.
Now, I know what you’re thinking. “Really? Just that? Come on Alice.” And you’re right. It is JUST THAT. And JUST THAT represents so much more. Admittedly if I hadn’t had been so lazy and forgetful over the weekend this would never have happened and I would’ve bought my foundation from my local Superdrug that I’ve been buying from since I was a teen (more on that in a bit). But I was. And it did.
So, I work very close to Liverpool Street, in the heart of London, a thriving mash-up of creative artsy types and suited well-to-do types. Here with such a diverse mix of people (like London itself), you would expect to find a diverse array of makeup options for these women who may need a quick touch up. But you, like would be wrong. Because what I found was completely the opposite. After seeing the paltry selection on each shelf I would ask an assistant if they had any other colours, only to be told no. It should now go without saying that that left me feeling a different kind of way: forgotten. I couldn’t help but think to myself: Why am I not allowed to buy some simple foundation? Why are other women, much lighter than me the only ones allowed to have access to something so small and trivial? Is it really that crazy to assume that in one of the most diverse and richly populated areas in London there would be more than four shades of Maybelline Dream Matte Mousse in the many Boots’ and Superdrug’s I’ve had to walk over ten minutes to get to? Do I just not belong here?
These questions led me to really reflect on the larger issue that is affecting the beauty industry at large. On the one hand, brands are being (rightfully) reprimanded for their lack of variety when it comes to colour matches and shades. On the other hand, however, shops are not stocking these varied colour matches and shades. Like I’ve mentioned in the past a few times, I’ve been wearing Maybelline’s Dream Matte Mousse since I was in secondary school. Aside from a brief time when I experimented with The Body Shop’s foundation, I’ve never strayed. Why? Because it was the first affordable foundation I tried that came in my shade and matched my face perfectly – like it was made just for me. I loved the fuss-free time-saving nature of its application and over the years I’ve managed to reduce the time it takes for me to apply it without sacrificing on a flawless finish. To me, Maybelline has always been one of the few affordable drugstore brands at the heart of inclusivity, providing quality products for people of different skin tones. And it is all this that made Monday and Tuesday all the more painful. I guess it was my naiveté and privilege of thinking that I could walk into any drugstore across London and buy the same product that I could at my local one.
It’s now time for the conversation to shift. Because yes, brands should be doing more to inclusive of skin tones and colours; but stores also need to be doing more to be inclusive. Stores also need to understand that Black women have money and we want to buy makeup too. We want to look beautiful too. We want flawless effortless skin without having to spend a small fortune on foundation and without having to use brushes and powders to finish off our look. We want to be able to walk into the Boots’ and Superdrug’s in and around Liverpool Street and be able to buy products in our shades. Is that really too much for ask?
I should also add that it’s not all doom and gloom. While my particular shade of Dream Matte Mousse was non-existent, I did see a few darker shades of Rimmel foundation in a few of the drugstores. And while sure I could’ve made do with any old foundation, but why should I have to compromise when thousands of others don’t need to?
Even though this was such a negative experience for me, it reminded me of my WHY: why I decided to start this blog; why I want to grow, expand and develop this platform; and why it’s important that I keep going and stay motivated.
All was not lost because in the end I resorted to what I know and bought my Dream Matte Mousse from my local Superdrug. And would you believe that they had THREE just sat there waiting for me.
alice
xo
