# Diversity-Celebrating Foundations The 42-Shade Foundation Line by Juvia's Place is Well-Organized By Laura McQuarrie | Published 2019-05-16 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/foundation-line References: [allure](https://www.allure.com/story/juvias-place-foundation-concealer) & [juviasplace](https://www.juviasplace.com/) Juvia's Place is launching an expansive foundation line called I Am Magic that boasts [42 unique shades](https://www.trendhunter.com/trends/live-tinted-expands) that cater to a wide variety of skin types. While offering a [diverse range of beauty products](https://www.trendhunter.com/trends/shine-foundation-and-cheekbone-beauty) gives a greater number of consumers the ability to find their perfect shade, it can be overwhelming to know where to start. To make whittling down the choices easy, Juvia's Place organized its I Am Magic foundation shades into three "kingdoms"—the Light Kingdom, Medium Kingdom, and Dark Kingdom—eight shade "families" and four undertones: cool, warm, neutral and olive. The new foundation is described as being buildable, full-coverage and long-lasting with a velvety matte finish The I Am Magic foundation line is being supported by the brand's I Am Magic campaign, which celebrates beauty in all shapes, sizes, colors and forms. ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 40% | Activity: 64% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Why This Trend Is Growing - **Diverse Foundation Lines:** Brands can innovate by creating expansive and well-organized foundation lines that cater to a wide variety of skin types, featuring diverse shade ranges and easy-to-use categorization systems. - **Celebrating Diversity Campaigns:** Creating campaigns that celebrate diversity in all its forms can help brands connect with a wider range of consumers and reinforce their commitment to inclusivity. - **Buildable, Full-coverage and Long-lasting Foundation:** Brands can differentiate themselves by creating foundations that have buildable, full-coverage and long-lasting properties and offer a velvety matte finish. ### Industries Being Reshaped - **Beauty and Cosmetics:** The beauty industry has the opportunity to cater to a diverse range of consumers by creating innovative, well-organized and expansive foundation lines that feature inclusivity and diverse shade ranges. - **Marketing and Advertising:** Marketing and advertising professionals can help brands connect with consumers by developing campaigns that celebrate diversity and reinforce their commitment to inclusivity. - **Fashion and Apparel:** Fashion and apparel companies can provide greater inclusivity for diverse consumers by partnering with beauty brands to create and promote diverse foundation lines that cater to all skin types and shades. ## Related on Trend Hunter - [Nourishing Skin-Focused Foundations](https://www.trendhunter.com/trends/skinfocused-foundation.md) - [Shade-Matching Makeup Devices](https://www.trendhunter.com/trends/boldhue.md) - [Serum-Like Foundations](https://www.trendhunter.com/trends/innovative-foundation.md) - [Buildable Foundation Sticks](https://www.trendhunter.com/trends/huestick-complexion-stick.md) - [Expanded Skin Tint Ranges](https://www.trendhunter.com/trends/live-tinted-expands.md) - [Makeup Foundation Coverage Technologies](https://www.trendhunter.com/trends/foundation-coverage.md) - [Shade-Matching Pop-Ups](https://www.trendhunter.com/trends/base-camp-tour.md) - [Skincare-Inspired Foundations](https://www.trendhunter.com/trends/simply-ageless-skin-perfector-essence-foundation.md) - [Skin-Nourishing Foundation Lines](https://www.trendhunter.com/trends/about-face-1.md)