Promotional campaign for EveryHue
Each year, beauty products made for women of color are being designed more often and it’s about time! For the longest, black women were on the struggle bus in Sephora, MAC and local drug stores, desperately trying to match shades of concealer and foundation that were nowhere near compatible for our skin tones. Luckily, that has since changed and there’s a new product on the market that comes straight from Bravolebrity Gizelle Bryant, a Real Housewife of Potomac (Maryland).
EveryHue tinted moisturizer
With a tagline of “Makeup for the everyday woman,” it’s marketed as a simple one-stop-shop for girls on the go. The line was launched in the fall of 2017 and as the name suggests, the idea behind EveryHue is to create wearable shades of products for multiethnic women. The first product offered is a set of 12 tinted moisturizers. Aside from the focus on complexion, the dermatologist-tested moisturizers are formulated with vitamin C to brighten skin, aloe and vitamin E for hydration, and SPF 25 to protect against sun damage. The product line also debuted a foundation brush and blending sponge. To show the line’s wide range of available tones, customers can benefit from a conversion chart that compares against products from other brands.
The Bravo star didn’t create the brand all by herself; she enlisted the help of industry friends with various skill sets who each added something different to the project. Professional makeup artist Karlene Damallie, sales and marketing professional Erika Liles, and health care and beauty industry expert Sophia Rabkin were appointed to bring the vision of EveryHue to life.
(L to R) Gizelle Bryant, Karlene Damallie and Erika Liles
The brand is now available at Target stores around the country and online, adding to the growing list of products the store carries for black women. The expansion comes as a part of Target’s new initiative to further diversify their beauty aisles, which includes bringing on eight brands that focus on designing products for women of color. EveryHue Beauty will be in the company of popular brands like Reina Rebelde, The Lip Bar, Makeup Geek, Coloured Raine, Violet Voss, HALEYS, and HUE NOIR — which are also run or inspired by women of color.
EveryHue’s newest addition is a collection of products, HueNation, made specifically for medium to deep skin tones, which is historically harder to find on the market. HueNation collection has everything needed to create a full beat, ranging from a duo color correcting concealer to bronzers and a setting spray.
Customers can look forward to new products rolling out quarterly.