Cross-industry brands offer shade-inclusive products

Inclusivity is officially no longer a nice-to-have; your brand needs to offer inclusive products and services, and like, yesterday. Check out the following brands that are offering shade-inclusive products designed to be used by consumers of all skin tones, because only offering products that center beige-ness is not a viable option going forward.


135-year-old handicraft brand Crayola released a new set of its iconic crayons that effectively, for the first time in the brand’s history, represents over 40 skin tones. Crayola partnered with Victor Casale, CEO and co-founder of MOB Beauty, to make sure that the 24 new crayons released accurately reflect the world's diverse array of skin tones. Crayola's Colors of the World crayons come in packs of 24 and 32 (the 32-pack includes eight dedicated crayons specifically for eye and hair colors) and each box displays a color reference graphic on its side panel. The Colors of the World crayons fall into three main shades—Almond, Golden, and Rose—and each shade contains darker or lighter tones underneath each color classification.


You’ve probably never thought that inclusive sunscreen was both a good idea and necessary, but the lack of inclusive sunscreen is creating a “sunscreen gap” that puts consumers with non-white skintones at a disadvantage. Luckily, Venus Williams is tackling this exact beauty industry outage. Williams’ activewear brand EleVen partnered with The Sunscreen Company to launch a clean, inclusive sunscreen and sun serum at upmarket nontoxic beauty boutique Credo Beauty. The sunscreen and sun serum are formulated with 25% zinc oxide and won’t leave visible white residue, regardless of skin type or tone.


“Nude” underwear and lingerie traditionally comes in one or two shades of beige, which aren't truly, inclusively “nude” for consumers whose skin color falls outside this limited range. Luckily, pioneering intimates brands like Nubian Skin and ThirdLove have started expanding nude lingerie offerings for consumers of all skin tones; and now, Candian lingerie brand Knix is following suit. The body-positive brand recently debuted Knix Nudes, a curation of the brand's most popular products (including the WingWoman Contour Bra, Leakproof Underwear and the Thigh Saver), which now come in a range of skin tones. Color options for the Knix Nudes collection include Nudes 1-5 and a core Black colorway.