While many cosmetics brands do offer a variety of colors and shades for women of different ethnicities, Black Up Cosmetics is revolutionizing the cosmetics experience for women of color. The company is the first specialty cosmetics brand of its kind and though it has been around in Paris for ten years, it is now available for the first time in the US. The brand is classified as luxurious, high-end make-up and hopes to be stocked next to other luxury brands like Chanel and YSL.
But Black Up does not just focus on foundations designed to match richer complexions, although it does offer liquid foundations in 12 shades as well as other textures such as powder and creme. The eye shadows, lip colors and even accessories offered by the brand are all designed to enhance the features of darker women, whose skintone allows for brighter, riskier shades and tones.
Implications - Multiculturalism is growing in North America, and more companies are catering their products to a broader range of cultures and races as a direct result of this expansion. In addition to expanding with new products, many companies are emerging hoping to tap into the virtually unfilled niche market for culturally or racially specific products.