Fenty Beauty wasn’t the first to be inclusive, but they started a conversation beauty brands couldn’t ignore.

Fenty Beauty wasn’t the first to be inclusive, but they started a conversation beauty brands couldn’t ignore. Now, NYX, Il Makiage, and more have diverse foundation lines in the works. And brands aren’t just answering Fenty Beauty with 40 shade-lines, they’re one-upping them—or 16-upping them in the case of Estée Lauder’s upcoming 56-shade foundation. What’s the next step? According to one exec, it’s “prov[ing] that this is your value system organizationally.” (Glossy)