Yet, this issue seems to fly under the radar.
Revelist had to dig deep into the world of beauty forums and groups to see just how frustrated people are with the brand’s lack of diversity. Readers of the Lipstick Alley forum think the new slogan is offensive, especially since Almay doesn't cater to all skin tones.
So how does this exclusion impact darker-skinned women?
An Essence magazine study found that Black women spend over $7.5 billion annually on beauty products, 80% more on cosmetics and twice as much on skincare than other demographics. Brands should be catering to, not ignoring, the needs of such a profitable market.
Journalist Joan Morgan and Dr. Yaba Blay, the Dan Blue Endowed Chair in political science at North Carolina Central University, started the hashtag #LupitaforMac in 2014 to persuade the cosmetics brand to hire Lupita Nyong'o as a spokeswoman.
"It's not easy being a dark-skinned woman in this society, and it's not easy being a dark-skinned woman within the beauty industry," Blay said in an interview with NewsOne. "There are a lot of compromises that I have had to make throughout my adult life in terms of how to manage my aesthetics. So I just can't walk into your average makeup counter and get my color instantaneously. I definitely can't get my color out of Target and I wouldn't even try."
The Oscar-winner has since gone on to become the face of