Marc Jacobs is one of the many designers (following Fenty Beauty, Clinique, and Lancome to name a few) focusing on creating a more culturally conscious makeup line by providing foundation colors for 29 skin tones.  Jacobs’ ‘Shameless’ foundation line was inspired by one of his tattoos which signifies his belief that everyone should be unapologetically themselves.


Purchase Marc Jacobs Shameless Foundation here.

To do this, he did something no makeup line has done before.  He  selected 29 models of various skin tones to inspire each of the 29 shades of foundation in his new line.  Each model is featured in various advertising campaigns showing his commitment and dedication to inclusion and diversity.

Jacobs is confident in the brand’s ability to stand out from the competition, thanks to ingredients that provide flashback-free SPF, promote flawless skin, and protect the make-up’s finish.

The Shameless foundation is oil-free, hydrating, and provides medium coverage - meaning it provides a fresh, natural finish that blends easily and looks flawless all day.  It promises to last for 24 hours and lets your natural skin show through.

Jacobs once said, ‘One of the most important characteristics, in terms of a contemporary, youthful look, is not that heavy sort of makeup, but something that’s fresh and breathes and allows radiance and the texture of the skin to come through.’  The foundation line that retails at $46.00 became available on February 9th, at Sephora, Neiman Marcus, Bergdorf Goodman, and select Marc Jacobs stores.

When I found out about product line, I remembered being a little girl flipping through the pages of an American Girl Doll catalog to search for a doll that matched my hair, eye, and skin color.  It made me feel special to know there was a doll that looked just like me.  Even from a young age, it was apparent that girls of different skin tones had less options for seeing themselves represented.


Jacobs’ ‘Shameless’ foundation line was inspired by his belief that everyone should be unapologetically themselves.


I was able find a blonde, green-eyed doll, but I know some girls may not have been able to find their matching doll.  There's no reason for every woman and girl to not see herself represented in fashion and beauty, and that's why the Shameless line is groundbreaking.  For too long women and girls of different colors have been neglected in the beauty industry, and Marc Jacobs is one of many brands working to finally change that.


Sylvia Pritchard is a twenty-year-old college student passionate about art, fashion, and her chihuahua, Romeo.  You can find her sipping an iced vanilla latte on campus or going for a run outside. She resides in Pullman, a tiny town in eastern Washington where she studies Public Relations.  


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