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Brief Published: 16 Oct 2020

Face Masks For All Skin Tones


With Covid-19 making personal protective equipment (PPE) a necessity, consumers are seeking more bespoke options. To that end, California-based designer Shami Oshun has created a collection of nude face masks for all skin tones.

To ensure that everyone can find their shade, the reusable cotton masks have been matched to Fenty Beauty foundation hues – famously known as the most inclusive range on the market.

‘Nude’ tones have historically been associated with white shades, with people of colour struggling to find matches for their own skin. But in recent years, a number of designers have made strides in widening the variety of shades classified as ‘nude’ across fashion and beauty – like Christian Louboutin’s nude collection, for example.

As the pandemic continues, consumers will increasingly see face masks as an important accessory, not just a necessity – so brands would be wise to prioritise more aesthetic and reusable offerings in upcoming collections. Consider nude and minimal options, novelty masks, or matching shades and patterns to garments.

In addition, brands must acknowledge the needs of BIPOC consumers by reconsidering what ‘nude’ shades are.

For more on inclusive beauty, see Black Beauty: Indie Brand Learnings and Lessons in Latinx Beauty. For more on fashion’s growing face mask opportunity, see Adapting to a Changing Climate: Fashion Update.