Whitewash? UK blogger accuses Maybelline of ignoring women of color

Whitewash? UK blogger accuses Maybelline of ignoring women of color

Just days after Maybelline was hailed for embracing diversity following the appointment of new global spokesmodel, Herieth Paul, a UK blogger has accused the brand of ignoring ‘women of color’.

The Luton-based 26-year-old, Nadia Gray, protested that the brand has limited the number of shades available in its Dream Velvet foundation range in the UK, despite the fact that the range is fronted by British model Jourdan Dunn in the US.

While 12 shades are available in the US, just six have been launched onto the UK market, described by Gray as ‘all white people shades’. “Maybelline has taken a Black British woman and used her in their adverts to sell products but Jourdan couldn’t walk into Boots or Superdrug and buy the same product she is advertising,” she continued. 

Gray’s blog was picked up by a number of UK national newspapers, prompting Maybelline to respond. A Maybelline spokeswoman told the MailOnline, “We continually review our product ranges to ensure we are keeping up with and responding to demand from consumers in the UK. This includes, for example, introducing new shades of products into the market. In the case of Dream Velvet Soft Matte foundation, we currently offer and advertise six shades of the product but we are looking forward to introducing an additional shade – Jourdan’s shade – into UK stores within the next few months.

Gray has since rebutted the sensationalist approach employed by the media, clarifying that she did not accuse the brand of ‘racism’, but wanted to speak out against ignorance.