Inclusivity and diversity in makeup has come a long way in recent years.
It’s still far from equal, with fair skin tones dominating swatches, but brands like Rhianna’s Fenty Beauty, the UK’s Minority Beauty and black|UP – among others – are taking strides towards shrinking this gap.
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Inspired by the increase in multicultural shades in beauty, Crayola recently announced plans to release a new pack of crayons – called Colors of the World – that are designed to more accurately reflect the range of skin tones around the world.
Developed in partnership with M.O.B Cosmetics’ boss Victor Casale.
Formerly the chief chemist and R&D managing director at MAC Cosmetics, as well as the co-founder and CIO at CoverFX, Casale has a long legacy in makeup and was approached by Crayola to uncover the most representative shades to include in the new Colors of the World range.
In an Instagram post announcing the tie-up, Crayola said: “We are excited to introduce our new line of crayons, Colors of the World, available now for pre-order via the link in our bio!👦🏿👩🏻👦🏽👦🏾👩🏼👩🏾👦🏼👩🏽👦🏻👩🏿
“We’ve teamed up with @themobbeauty co-founder and CEO, Victor Casale, to create 24 new specially formulated crayons representing more than 40 global skin tones.
“With the Colors of the World crayons, we hope to cultivate a more inclusive world for children of all ages, races, cultures and ethnicities.”
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In total, there are 24 new shades that are said to represent around 40 different skin tones.
When the packets go on sale on 5 July – in the US to begin with – you’ll be able to buy a 24-pack or a 32-pack that includes the 24 new shades alongside eight classic Crayola crayons to be used to eyes and hair.
It’s a long way from the single peach and brown crayons that we had when we were children.
We are excited to introduce our new line of crayons, Colors of the World, available now for pre-order, https://t.co/CwVRto7sOl! 👦🏿👩🏻👦🏽👦🏾👩🏼👩🏾👦🏼👩🏽👦🏻👩🏿
With the Colors of the World, we hope to cultivate a more inclusive world for children of all ages, races, cultures & ethnicities. pic.twitter.com/0ooKitRwz7
— Crayola (@Crayola) May 21, 2020
“With the world growing more diverse than ever before, Crayola hopes our new Colors of the World crayons will increase representation and foster a greater sense of belonging and acceptance,” said Crayola CEO Rich Wuerthele.
Casale added: “We landed on rose for the pink undertone, almond for the neutral undertone, and golden for the yellow/olive undertone. This is exactly the science and treatment I have used to create global shade palettes for the beauty industry.”
The shades include:
Ironically, Crayola’s Colors of the World make the craft brand more inclusive than many makeup brands. This is not the first time that a brand aimed at children has led the way when it comes to inclusivity.
In March, Mattel added a host of new Barbies to its diverse Fashionista range including one with vitiligo, another with alopecia and one with a prosthetic. These joined the Barbies in wheelchairs.
You can read more in our There are now Barbies with vitiligo, alopecia and prosthetics proving beauty comes in all forms article.
You can sign up for more details about Colors of the World, or pre-order, via the Crayola website.
Victoria is founder and editor-in-chief of mamabella, freelance journalist and Mum. She has a passion for empowering people to feel beautiful whatever their age, size, skin type and budget