The UK’s Answer To Fenty Foundation: MDM Flow Launches Inclusive New Make-Up

The range will launch with 16 shades, with four more to follow soon...

MDM Flow Wants To Create Inclusive Makeup

by Ines Mendonca |
Updated on

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.

The UK's Answer To Fenty Foundation: MDM Flow Launches Inclusive New Make-Up

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.

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