As the popularity of makeup increases, so does the controversy of what makeup brands to use.

With more individuals purchasing makeup, the industry needs to make sure they are reaching the widest audience possible to buy their products.

More and more people have been doing full faces of makeup; several of them posting their own or others’ looks onto social media.

Even before the popularization of cosmetic use, makeup companies have and continue to have controversial issues including animal testing and having non-inclusive advertisements and products for people of color.

Some makeup brands that do not test on animals include but are not limited to Nyx, Too Faced Cosmetics, Wet N’ Wild, Urban Decay, Smashbox Cosmetics and many more.

Now more than ever, companies should take the initiative to be inclusive in their line of products, not only because it is the right and fair move to make, but also because it will only benefit them.

Examples of whitewashing in the makeup industry include advertisements that usually only feature white women along with a limit of lighter shades of foundations and concealers.

This is a huge issue because women of color will either have little to no options, or false advertisements for products.

There are several brands with foundations that go from tones including porcelain white to a dark orange, usually ending there and excluding people with deeper and darker complexions.

Often times there is no variation for these darker complexions and only one brown shade for people of color to choose from.

In addition to foundation and concealers, different shades of lipsticks do not appear the same color on different skin tones, so it is important to accurately portray each product that could be purchased for every individual.

“Nudes” are also an inaccurate representaion for women of color because nude in the makeup and fashin industry means white.

In the fashion industry, people buy nude attire whether it’s bras or undershirts, and people of color often do not have the same options in their clothing, just like with makeup.

Recently, Marc Jacobs has been confronted about being non-inclusive in his makeup brand as well as being offensive in one of his recent fashion shows, after he featured almost all white models wearing dread locks

.   After Jacobs posted a photo on Instagram of the fashion show, people swarmed to the comment section and said Jacobs was culturally appropriating the hairstyle.

“And all who cry “cultural appropriation” or whatever nonsense about any race or skin color wearing their hair in any particular style or manner- funny how people of color don’t criticize women of color for straightening their hair.

I respect and am inspired by people and how they look. I don’t see color or race-I see people,” Jacobs commented on Instagram.

After Jacobs said he did not see color, he continued his comment by saying he was sorry to read that so many people are “narrow minded” and that love is the answer.

He then said appreciation of all and inspiration from anywhere is a beautiful thing, and to think about it.

After this commentary, the Internet exploded either in anger at Jacobs or in agreement with him

. People then called him out on twitter saying it was clear he did not see color when you looked at his shades in his foundation collection.

Overall, it is unfair for companies to exclude one group of people while catering to another, especially when the only thing that could come from providing a more diverse and inclusive makeup line would be more people buying a product.

Abbey Whittington can be reached at 581-2812 or anwhittington@eiu.edu