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:
This shade range has me SHAKING in my rat boots... and this brand is cruelty free?? I'm listening! pic.twitter.com/xhEtI2pROM— priscilla (@priscillastamos) August 6, 2017
With almost 40K retweets and 94K "loves" on Twitter, it looks like the rest of Twitter is enjoying this, too.
where can i get this!— manda (: (@mandajolinsky) August 6, 2017
To answer the question — online at adpg.co!
YAAAASSSSSSSSSSSSSSSSSSSSSSSSSS IM LIVING IM SHOOKETH IM HAPPY ASF WHERE DO I BUY pic.twitter.com/pDxNP2If9I— Kadijah Jay🥒🥑 (@KadijahJay) August 6, 2017
This GIF is everything.
LOOK HOW EASY IT IS TO INCLUDE POC SHADES 👏🏾🤷🏾♀️ TOO EASYYYYYY— shoobie🥀 (@shoobiele) August 6, 2017
Clap, clap, clap.
so you're telling me I don't automatically have to pick the darkest shade!?!!!1? pic.twitter.com/zasFpM8XNi— malika 🌻 (@malikaxotwod) August 6, 2017
So much excitement.
Okay but can all brands please do this, like okay so you see that darkest shade, do you see it, it's gorgeous— Kendall Ferree (@dabforthetruth) August 6, 2017
@dabforthetruth wants other brands to listen. Up.
They literally have an almost black concealer. I am livinggggggggg— Sade💕 (@ForeignxVibes) August 6, 2017
I'm so glad they have darker shades, at sephora 80% of shades are for light skinned people and they looked so similar to each other wyd— jess Ⓥ 🕊 (@avocadivore) August 6, 2017
So many reasons (33 to be exact) to celebrate.
This GIF says it all.
I don't think I've ever seen such a variety of shades in one collection. 👏🏻👏🏻👏🏻👏🏻— ✨ Jodie ✨ (@Jodetopia) August 6, 2017
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.