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NOW READING Innisfree Has Changed the Game With 14 New Cushion Shades & the Girls Are Excited
September 27, 2017

Innisfree Has Changed the Game With 14 New Cushion Shades & the Girls Are Excited

When Korean beauty brand Innisfree launched their new cushion compacts with an unprecedented (for a K-beauty brand) 14 new shades, ranging from Cool Ivory to Sand to Chocolate, women (and men) with skin tones deeper than a cream puff (read: most of the world) rejoiced. Now if only Innisfree could make these new cushion shades available everywhere …

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Friday afternoon, I posted a screenshot from Innisfree’s Instagram page. This tweet (as of Sunday night) has received over 21,000 likes and 12,000 retweets. It’s my first somewhat viral tweet, ya’ll!

 

What’s so special about this tweet, you might ask? Well, Innisfree decided to change the Korean beauty game by offering both their Matte Full Cover Cushion and dewy Aqua Fit Cushion in a whopping 14 new cushion shades, with at least six of those shades seemingly made for women of color.

 

new cushion shades

 

I know it may not seem like much, especially when Rihanna came for everyone’s necks with her Fenty Beauty launch featuring 40 foundation shades, but Innisfree’s open embrace of diversity is a breath of fresh air for the K-beauty community. K-Beauty is seemingly dominating the skincare market, with dedicated spaces in stores like Sephora, Ulta, and Target, as well as high-end department stores and flagship store openings. But there’s always been a glaring hole in their game plan to dominate the hearts of those worldwide, and that’s makeup.

 

With a few exceptions, such as Laneige and AmorePacific, most Korean brands making their headway into the U.S. market have offered the same shade range they offer their customers in Korea, which is anywhere from three to five shades. One look on YouTube and it’s no secret that Americans tend to focus more on makeup versus skincare, so it seems odd to me that Korean brands wouldn’t capitalize on this and offer their innovative formulas in a diverse range of shades. Innisfree stepped up to the plate, and I hope the other brands are shook and start to see what an impact they’d make if they would follow in their footsteps.

 

new cushion shades
Innisfree Aqua Fit Cushions with adorable exchangeable covers.

 

I’ve been choo-chooing away on the K-Beauty train for nearly five years now and never thought I’d see the day when a Korean brand expanded their shade range. As ridiculous as it sounds, I’ve STILL never tried a BB cream or a cushion compact. Scrolling through the comments and retweets on Twitter was an emotional moment for me. My mentions have been flooded with women expressing their delight at finally being able to try Korean makeup, to exclaiming Rihanna’s impact on the beauty world, to memes of wigs flying and being snatched. Finally, some brands are getting the memo that women of color aren’t an afterthought. Cheers to diversity and here’s to more Korean brands offering shades for women of all colors.

 

**Note, as of now, the expanded Innisfree shade range is only available in the U.S. and online through their U.S. store.**

 

What do you think about Innisfree’s launch of their new cushion shades? Will you be buying their cushions, and if so, in what shade?

 

 

Sheryll Donerson got her start as a beauty writer by writing K-beauty reviews for her blog, The Wanderlust Project. These days, she's lifting heavy weights, eating tacos, drinking (too much) coffee and is 1/4 of the beauty podcast, Beauty Beyond Basics (or Triple Bees for short). You can find her on Instagram and Twitter at @sheryllrenata.

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COMMENTS 7

sharmainejoyel

Hearing this news is like music to my ears <3 I bought this cushion in the shade Chestnut and it matched flawlessly! The only con I had about it is that it will show every pore on your face.. so make sure to use a pore minimizing balm first! I reviewed this cushion along with 4 others for darker/tan skin tones: https://www.youtube.com/watch?v=47cO9SpwmRs&t=2s

kbeauluv87

I don't wear makeup but I am excited about this new launch. I'm glad that Innisfree has expanded the shade range for the US.

caramelseoul

I <3 everything about this news! I currently use The Face Shop BB in their deepest color so this is amazing. I'm ordering some next week! One for Fall/Winter and one for Spring/Summer because my shade changes during the year! :-)

sophiebxl

Way to go, Innisfree! ???

lovekathy_21

Definitely a good move for Innisfree and hope other K-beauty companies follows this trend. Holika Holika just opened 2 branches here in Doha, however, when locals tried their products they always complained that the color doesn't match their skin tone, although they seem every interested on the packaging.

cschronicles

this looks promising, although I don't need darker shades, this will definitely put Innisfree on the radar for deeper skin shades and I think it's about time.

kbeautyholic53091

i love cushion so much but kinda hard to look for a good shade sometimes even the darker shade you choose still look offshade with your skin ..i always choose the natural shades for my skin..i will definitely buy it ..??