Beauty. Diversity. Inclusiveness. If you’re a fan of make-up you'll know these are the buzzwords every brand is trying to pin their hat too. And that’s a good thing. For the longest time, the cosmetics industry was an exclusively white women show, while women of colour had their needs neglected.
From orangey undertones to the non-existence of a shade deeper than ‘tan’, finding suitable base make-up for WoC has been nothing short of hunting down a unicorn. But a new, home-grown make-up brand is ready to change that.
MDM Flow, created by Florence Adepoju, started with the launch of a lipstick range with colours perfect for black women. White woman could wear them – and they have, Kim Kardashian loves her lipstick – but that wasn’t the main focus. From bright oranges to vibrant blues, MDM Flow lip products were an instant hit, finding support from Topshop and Instagram.
When you see her success, it’s crazy to imagine that she started her project from her parents’ garden shed in Essex. But she did and now’s she’s expanding. Again, with diversity on her mind, she’s created a foundation range called 'Flawless Base Foundation', a serum based formula aiming to give you a flawless foundation.
The range will have an initial 16 shades, with four more being added soon. 'I am running focus groups in real life in London, and anyone who backs the campaign will get a sample kit that allows them to give feedback on whether or not they can find their perfect match. So every single person who buys into the campaign essentially gets the opportunity to be involved' explains Florence.
The formula is set to work on all skin types, with hyaluronic acid to hydrate the skin, Vitamin C to brighten up your complexion and Creatine to boost collagen production. It's light, buildable and vegan and cruelty free. It launched on March 2nd and will be available early summer.
See: The Cult Beauty Buys That Actually Work
Cult Beauty Products
1 of 17It Cosmetics Your Skin But Better CC + Cream Home and Away Kit, £22.40 (was £32)
A foundation has to be great, not just good, to be considered switching for. And this is exactly that - it provides full coverage whilst brightening and hydrating skin - leaving a dewy glow that stays put for hours.
2 of 17Charlotte Tilbury Matte Revolution Lipstick in Pillow Talk, £25
What started out as a best-selling lip liner soon turned into a much-loved lipstick due to popular demand. It's a soft, nude-pink that lends lips a natural, creamy finish.
3 of 17Nars Blush in Orgasm, £25
Two Orgasm blushers sell every minute which is pretty impressive. Swirl the prettifying rosy blush atop cheeks to understand why.
4 of 17Beautyblender Pro, £17
When this elliptical shape sponge hit the market it literally changed the face of the industry. Reusable and easy to clean, it waves goodbye to the streaky lines of traditional brushes.
5 of 17Augustinus Bader The Cream, £205
Yes, it's expensive. But this luxurious, souped-up cream is loved by every beauty editor and A-lister alike for it's more or less instant results. Skin looks plumper and firmer after use.
6 of 17Sachajuan Anti Pollution Conditioner, £18 (was £24)
Cult Stockholm hair brand, Sachajuan provide salon-quality results with hard-working formulas. Give this anti-pollution conditioner a whirl for smooth strands that are protected from the elements.
7 of 17Huda Beaty, #FauxFilter Foundation, £23.10 (was £33)
This full-coverage matte foundation comes in a myriad of shades and tones, there's one for every complexion on the spectrum. It feels light, even when you build up the coverage.
8 of 17Summer Fridays Jet Lag Mask, £42
The perfect antidote to stressed-out, jet-lagged skin. This hydrating mask formulated with vitamins, ceramides and antioxidants counts Kim K and Jessica Alba as big fans.
9 of 17Olaplex No 3 Hair Perfector, £26
This pre-wash treatment works to repair damaged and broken bonds with its patented formula. Trust us, it's a total mane-changer.
10 of 17Weleda Skin Food, £13.50
A nourishing rich cream, made with plant extracts and essential oils, that's ideal for combatting dry skin on the face and body. Victoria Beckham swears by it to prolong her summer tan!
11 of 17The Ordinary Hyaluronic Acid 2% + B5, £5.90
For less than the price of lunch at Pret, this runway success story will deliver moisture to your skin at a depth of hydration you may not even know you needed.
12 of 17Virtue Texturizing Spray, £12.75 (was £17)
A favourite with hairdressers and influencers alike for a very legitimate reason: it works.
13 of 17Bioderma Sensibio H2O Micelle Solution, £15.80
Credited with kickstarting the micellar water trend, Bioderma's make-up remover is gentle but efficient. No more waking up with leftovers from last night's crusty eyeliner.
14 of 17MAC Retro Matte Lipstick in Ruby Woo, £17.50
We are yet to meet someone who doesn't get on like a house-on-fire with this nourishing matte lipstick.
15 of 17White Lotus A Grade Rose Quartz Facial Roller, £34.40 (was £42.99)
Give your skin a workout with a jade roller to see puffiness decrease and your natural glow increase. Plus it feels like heaven on a hangover.
16 of 17Anastasia Beverly Hills, Dipbrow Pomade, £19
The founder is known as the 'Queen of Brows' and once you use this high-pigmented buildable smudge-proof product you'll know why.
17 of 17Philip Kingsley Elasticizer, £19
The world's first pre-shampoo conditioning treatment was designed by Philip Kingsley for Audrey Hepburn to add bounce and shine to her famous locks. Fast forward several years and you've got a cult classic that is loved the world over for its amazing, nourishing results.
READ MORE: 15 Of the Best Foundations For All Skin Types, That Stay Put