Beauty
With 43 Shades, Credo’s Exa Sets a New Standard for Clean Makeup
A wide range of inclusive colors has been hard to find in clean makeup brands until now.
Exa foundation and primer.
Source: Exa
The conventional cosmetics industry has struggled with shade inclusivity for decades. Supermodel Iman launched her namesake makeup line in 1994, due to the lack of options for women of color, and fellow legend Naomi Campbell has long been a vocal critic of the lack of inclusion in the beauty and fashion worlds.
Tremendous strides have been made in recent years. In 2017, Fenty Beauty by Rihanna created the Pro Filt’r Foundation in 40 shades. (Today it has 50.) M.A.C.’s Studio Fix Fluid is available in 63. Even Estee Lauder’s Double Wear Stay-in-Place Makeup has 56.