In the mid-2010s, the makeup and skincare industry changed drastically. This was largely thanks to beauty vloggers, influencers, and the like who democratized the cosmetics industry, paving the way for everyday makeup users to better understand and apply their products. The revitalized interest in beauty products led to the widespread availability of makeup from all over the world, the emergence of new brands, and the access to important knowledge about cosmetics being purchased by consumers. It also pushed companies to not only create more thoughtful and unique products, but also cosmetics that addressed common concerns, one of the biggest being inclusivity.
Before the tail end of 2010s, it was status quo for beauty brands to release products—particularly base products like foundation and concealer—made only for those with lighter skin tones. This meant that folks with deeper complexions often had less options on the market and the ones they did have were usually on the pricier end of the spectrum. That changed in 2017 when Fenty Beauty, a cosmetics company owned by singer-turned-entrepreneur Rihanna, was officially launched. Bad Gal Riri changed the game when she introduced the world to her makeup label by releasing foundation (more specifically, the Pro Filt'r Soft Matte Longwear Foundation) in 40 shades made for a variety of complexions from fair to deep.
Following Fenty Beauty's launch, consumers became more critical of cosmetics brands, calling for inclusivity in the industry and even avoiding big companies that wouldn't cater to a wide variety of skin tones. While many beauty brands across the world have followed the blueprint set by Rihanna, unforunately, most local beauty brands have yet to do the same.
There's no doubt about the fact that the Filipino cosmetics industry took part in the massive beauty boom of the 2010s with decades-old brands improving their lineups and various independent labels disrupting the market. However, we've yet to see a Filipino-owned, locally sold product that truly caters to a wide range of complexions—and to think we live in a country where many of its inhabitants have deeper skin tones. Still, the beauty industry in the Philippines has made some strides with local brands offering products like blush, lipstick, and eyeshadow fit for more skin types and tones, and we're hoping to see even more improvements in the next few years. On the bright side, it looks like one brand in particular may be stepping up to the challenge of filling the complexion gap still very much present in the local makeup scene. Say hello to GRWM Cosmetics. On November 4, the local beauty brand launched their new Radiance Tint, a creamy concealer available in 12 shades. Is it a revolutionary number of shades? Not exactly. But is it a big step for the local makeup industry? Absolutely.
GRWM Cosmetics' Radiance Tint: The Formula
GRWM’s Radiance Tint is described as a blendable and long-wearing concealer. It has a hydrating formula that contains hyaluronic acid, which helps retain moisture, ceramides that lock in moisture and prevent dryness, and vitamin E, which is known to protect the skin from the harmful effects of free radicals. According to GRWM, the buildable formula lets you customize coverage—you can apply just a light layer for a more natural look or build up coverage by applying more concealer over a dry layer and blending it out.
GRWM Cosmetics' Radiance Tint: The Shade Range
Now let's address what really caught your attention: The shade range. As we mentioned above, the Radiance Tint is available in 12 shades, the lightest being Ivory, which is a fair shade with a warm, yellowish undertone and the darkest being Cocoa, which is a deep shade with a neutral undertone. They offer a variety of concealer colors fit not just for complexions of different depths, but also of complexions with varying undertones from warm to neutral to peach. They can be used for covering up blemishes or for highlighting and contouring the face.
Now, keep in mind: GRWM may offer way a wider shade range than most (if not all) mainstream beauty brands in the country, but the current lineup isn't perfect either. After all, there's plenty of room in between each of the 12 shades for more medium and medium-deep skin tones and there are also complexions out there that may be deeper than Cocoa or lighter than Ivory. But still, we love to see a local beauty brand adding more inclusivity to the base products available on the market. Plus, the brand has noted that the 12 current shades are only their initial release and they will be dropping more shades in the first quarter of 2022. We can't wait to see what they come up with—and better yet, how other brands will diversify their own own product lines!
For more information, log on to GRWM Cosmetics' Facebook page.
* This story originally appeared on Spot.ph. Minor edits have been made by the Preview.ph editors.