# Globally-Inspired Inclusive Foundations The I AM Magic Velvety Matte Foundation Boasts 42 Shades By Grace Mahas | Published 2020-07-27 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/i-am-magic-velvety-matte-foundation References: [juviasplace](https://www.juviasplace.com/products/i-am-magic-liquid-matte-foundation) Juvia's Place, the beloved beauty brand founded by Nigeria-born mother Chichi Eburu dedicated to "truly represented Black culture as a whole," recently expanded its portfolio with the launch of the I AM Magic Velvety Matte Foundation in [42 unique shades](https://www.trendhunter.com/trends/live-tinted-expands), ranging from Marisol to Sudan. Each color was globally-inspired to match all skin tones, ranging "from the deepest dark to the fairest fair." The website includes a description of each shade and which undertones best fit the foundation. For example, cool undertones, slightly red undertones, peachy undertones, and golden undertones—to name a few. The [full coverage foundation](https://www.trendhunter.com/trends/foundation-coverage) offers [long-lasting, non-cakey coverage](https://www.trendhunter.com/trends/lumimatte-foundation) and can be worn alongside the Juvia's Place I Am Magic Concealer for a glowing complexion. Image Credit: Juvia's Place ## Trend Insights (Trend Hunter) - Score: 0.6/10 - Popularity: 3% | Activity: 5% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - 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 ### Key Themes Behind This Trend - **Inclusive Beauty:** Creating beauty products that cater to a diverse range of skin tones and undertones presents an opportunity for disruptive innovation in the beauty industry. - **Global-inspired Shades:** Developing foundation shades that are globally-inspired and inclusive of all skin tones allows for disruptive innovation in the cosmetics market. - **Long-lasting Coverage:** Offering long-lasting, non-cakey coverage in foundation products presents an opportunity for disruptive innovation in the makeup industry. ### Where This Applies - **Beauty:** The beauty industry can take advantage of the trend towards inclusive foundations by creating products that address the needs of a diverse customer base. - **Cosmetics:** The cosmetics industry can embrace the trend of globally-inspired shades in foundations by expanding their product range to cater to all skin tones and undertones. - **Makeup:** The makeup industry has an opportunity to innovate by developing foundations that provide long-lasting, non-cakey coverage for a flawless complexion. ## Related on Trend Hunter - [Nourishing Skin-Focused Foundations](https://www.trendhunter.com/trends/skinfocused-foundation.md) - [Dark Skin-Centric Beauty Brands](https://www.trendhunter.com/trends/nach-cosmetics.md) - [Shade-Matching Makeup Devices](https://www.trendhunter.com/trends/boldhue.md) - [Inclusive Makeup Sets](https://www.trendhunter.com/trends/triclone-skin-tech-foundation-discovery-set.md) - [Black Skincare Makeup Ranges](https://www.trendhunter.com/trends/raissa-yame-makeup.md) - [Buildable Foundation Sticks](https://www.trendhunter.com/trends/huestick-complexion-stick.md) - [Serum-Like Foundations](https://www.trendhunter.com/trends/innovative-foundation.md) - [Bronzer Shade Expansions](https://www.trendhunter.com/trends/cool-bronze.md) - [South Asia-Influenced Cosmetics Brands](https://www.trendhunter.com/trends/just-b-cosmetic.md)