In the face of of all the positive reviews and feedback from makeup users, other brands are having to step up their game. Some are even employing a little bit of sass on social media in order to get an edge.
One such brand was Make Up For Ever, who took to Instagram to let people know they also offer an impressive range for many skin tones, in a line they brought out in 2015.
They wrote in the caption of a post:
40 shades is nothing new to us. Since 2015, the #ultraHDfoundation released 40 shades for everyone’s unique skin tone.