Here's Why The Internet Is Freaking Out About This Unknown Foundation Line

by Eliza Florendo
APDG/Facebook; @KadijahJay/Twitter

In 2017, it's no longer acceptable to ignore inclusivity, and rightfully so. Brands like Target, Christian Louboutin, and Jockey have all opted for expanding their shades of nude, because, well, do you even need an explanation why? Now, A.D.P.G. Foundation's 33 shades takes it one step further. Cause, y'know, nude doesn't mean just one or two shades.

It all started when Twitter user @PriscillaStamos, a cruelty-free makeup lover, posted a screenshot on Aug. 5 of A.P.D.G.'s Instagram photo displaying all 33 shades of the foundation surrounding Allure's April Diversity Issue.

Just looking at how many shades surround the magazine is impressive. When's the last time you've seen a range of foundation this large? Difficult, right?

According to their website, A.P.D.G. is focused on the negative effects of humidity, sweat, and rain, and how they can put a damper on your beauty regimen. Using their 10 years of experience in creating products, they're dedicated to making products that are not only cruelty-free and vegan, but also last the whole dang day and ward off said elements.

And as if those benefits weren't enough, they're also extremely inclusive, especially when it comes to their foundations, including sets of medium, medium dark, and dark sampler packs.

Here's the tweet:

With almost 40K retweets and 94K "loves" on Twitter, it looks like the rest of Twitter is enjoying this, too.

To answer the question — online at!

This GIF is everything.

Clap, clap, clap.

So much excitement.

@dabforthetruth wants other brands to listen. Up.


So many reasons (33 to be exact) to celebrate.

This GIF says it all.

Are you, as Twitter says, "shooketh?"

These cheerful reactions basically say it all — inclusivity like this matters. There's such a lack of range of shades when it comes to makeup, so when a brand steps up and tackles this issue, they're (rightfully) applauded.

As user @Jodetopia pointed out, there are very few collections, in makeup or otherwise, that contain this many shades in one single collection. This is definitely a step in the right direction — one that the industry is beginning to recognize and work towards.

Other brands have also begun to expand their range of shades, including Sephora, Dior, NYX, and Maybelline. If there's a demand, there'll be a supply, and makeup users are making their needs more visible, and that's a great thing.

Gone are the days when only two or three shades made up the term "nude." It's 2017, people, and it's time that this is taken seriously. Major props to brands that are stepping up their game.