As inclusivity gains momentum in the beauty industry, Nykaa launches 15 new shades of foundation

With the likes of actor Priyanka Chopra joining the ‘Skinclusion’ campaign as the brand ambassador for Obagi, diversity, and inclusivity are soon becoming buzz words in the beauty industry. Back in 2018, Indian make-up brand Sugar Cosmetics launched a foundation called The Ace of Face with around 22 shades. Similarly, PAC cosmetics launched 18 shades of their HD foundation.   The trend further picked up speed with Nykaa joining the bandwagon by launching a foundation in 15 different shades called Nykaa SkinShield Anti-Pollution Matte Foundation to celebrate and spread the message of inclusivity.

Nykaa was founded in 2012, by Falguni Nayar, and since then the Mumbai-based multi-brand beauty retailer sells everything from cosmetics to haircare and skincare products too. The brand has a strong offline presence as well, with 35 stores in India, and outlets in Dubai. With Janhvi Kapoor being the brand ambassador, the beauty retailer claims to have over 850 brands and a whopping 35,000 products. Reena Chhabra, CEO of Nykaa Brands, tells us that, “After extensive research, we launched 15 shades to start off with.” One can expect dusky shades like Mighty Mocha, Mystic Maple, Foxy Chestnut, True  Toffee, Toasty Caramel, Golden Hour, Dessert Honey and such. “We live in a diverse country and make-up should be accessible to everyone. Our motive behind inclusivity is to banish the clichéd single standard of beauty, embracing colour, and empowering our customers with products that address real issues,” says Reena.

The CEO takes a cue from international make-up brands like Fenty Beauty, Estee Lauder, MAC, and Smashbox that have influenced other brands to celebrate inclusivity, by formulating foundations for other brands, to further add that while this is the first step that Nykaa has taken to promote the concept  — it heralds a movement within the brand. From lip tints to liquid lipsticks, Nykaa’s in-house brand, Nykaa Beauty has in the recent past, launched more than 40 shades in different textures. “We make a conscious effort in evaluating each colour so that all Indian skin tones can find their perfect fit,” she says, adding,  “It’s imperative to pick the perfect texture that suits the Indian climate. Weather plays a crucial role in determining the comfort of wearing the lipstick, and also impacts longevity.”
Priced at Rs. 799.