Not being able to find your foundation shade isn’t just a mere annoyance.
For those with darker skin, it can symbolize something much deeper: That you don’t fit within the standard of beauty, that your beauty doesn't matter or simply that you don't exist.
But a new L’Oreal campaign truly hammers home the belief that being different is beautiful and it’s important to love the skin that you’re in. And most important how their best-selling True Match foundation embodies those principles.
Launching first in the UK, the #YoursTruly Campaign features 23 of Britan’s most influential and inspirational ambassadors for diversity, each representing a different shade in the foundation range.
“L’Oréal Paris UK is both proud and excited to be launching such a unique and diverse campaign. With each true story being as unique as the shade that they represent, the #YoursTruly campaign is a declaration of equality and diversity for the L’Oréal Paris brand,” said Adrien Koskas, L’Oréal Paris UK general manager, in a statement.
And “diversity” is the key word, a topic that TV presenter, blogger and DJ AJ Odudu touches upon in her story.
“When you look good, you feel good. And growing up, I actually didn’t wear any makeup before the two stores in Blackburn that did sell makeup, never sold it in my shade,” she said. “Now that I’m older, I have found a makeup that matches my skin, which is great!”
FroGirlJinny, a 19-year-old social media influencer and journalism student, loves educating women to embrace who they are and all of their flaws. As an acne sufferer, having the right shade of foundation helps her to embrace who she is.
“When I wear the right shade of foundation, I feel confident and vibrant and that my life isn’t going to feel so complicated because I won’t be staring in front of the mirror blending my life away with this foundation.”
And with beauty blogger and makeup artist Gary’s interview, the campaign also conveys that makeup isn’t just for the ladies, but that men can consume it and not be ashamed.
“[Growing up], I would have makeup wipes with me because I didn’t want people judging me, so I would always take off my makeup before I got home. And I’m more myself now because I don’t have to hide who I am,” he said.
The power of self-love and self-acceptance is truly incredible. And hey, aren’t we all worth it?
(Photo: L'oreal Paris Cosmetics)