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Why All Shades Matter wants to be known as a brand for people of colour

Inclusive beauty brand All Shades Matter is flipping the script on foundation. While most makeup brands tend to launch with light and medium shades and only expand into darker shades later on, if ever, All Shades Matter is starting at the opposite end of the spectrum.  The beauty brand launched online this week with four shades of foundation available for pre-sale: medium, medium-dark, dark-deep, and deep. It plans to add more medium and dark shades over the next few months before moving in