ColourPop has been criticized in the past for its lack of diversity in the influencers that it works with as well as in the range of shades offered in their products. Now, for a brand that pushes out as much product as they do, it’s not realistic to expect every product they make to fit every skin tone out there, but it’s also realistic to expect that some of those products would be targeted toward consumers with deeper skintones. This hasn’t always been the case, but ColourPop is trying to turn that around with their collection created for the Make It Black project.
Make It Black is an initiative that goes along with the Pull Up For Change campaign started by Uoma Beauty founder Sharon Chuter. Only 6% of venture capital is ever given to black-owned business, and so the products in the Make It Black project are a fund-raider to help stimulate black-owned businesses in the beauty space. Most brands put products they already had in new black packaging in order to make them available more quickly, but one of the cool things about ColourPop is that they own their own factory that produces not only the makeup products themselves but also the packaging, meaning that they can get products out to market much faster. Because of this, they created a whole link of products that included a 5-pan shadow palette, lipsticks, and Super Shock eye and cheek products. Since I was already placing an order with ColourPop to get the Barbie collection (you can check out that review HERE) I decided to get a selection of the Make It Black products as well!
The shadow palette was swatched over the Ulta Matte eye primer with a finger swatch on the right and a brush swatch on the left. The top photo is under my studio lighting with no flash, and the bottom photo is under the same lighting with a flash.
L to R: Oasis, Bold, OOO, High Key, Say Yes
One of the criticisms of many makeup brands is that their products are not pigmented enough to show up or look good on deeper skintones, and this collection is definitely trying to address this. Oasis is a bright true yellow, and it shows up beautifully and blends out pretty well. This would look even better with a white base, but you get pretty good coverage even with just an eye primer. Bold is a bronze shimmer, a little bit on the sheer side, but with nice shine. OOO is a bright orange matte, nicely pigmented and very opaque. High Key is a bright raspberry pink with a subtle, satin shimmer. Say Yes is a pretty basic medium brown matte, not unique, but it is opaque and pigmented, and it works with the other shades.
The Super Shock Pearlized blush is in the shade POV, and this is a gorgeous fuchsia with a strong blue shift. This can be built up like the finger swatch on the left, but even diffused with a brush, like you see on the right, you get a nice flush of color and the cool tone is really beautiful and striking.
L to R: Main Attraction, Millennium
The Super Shock eye duo contains two shades that pair nicely with the eye palette. Main Attraction is a bright bronze with golden shimmer, and Millennium is a brown-leaning berry pink with golden shimmer.
There were a few different Lippie Stix shades to choose from, but I decided to just pick up the raspberry shade I Heart This. It’s a bold statement lip color, and it looks great with the blush and the eye palette. I’m definitely thinking about doing a whole face Friday with this collection, so be on the lookout for that.
I’m glad that ColourPop went all in and did a full collection, and it does help raise money for an amazing cause, but I hope that this isn’t the end. ColourPop has put out 50 beige/neutral palettes, there is no reason that they can’t continue to offer collections with deeper, richer shades and better pigmentation. I hope they also keep up their commitment to feature more BIPOC influencers in their socials and campaigns.
Capitalism is not the answer, and it’s certainly not a good moral barometer, but it’s nice to be able to focus on the positive side of conscious consumerism for a change.