When Brittany Williams started wearing makeup in her early 20s, she struggled to find products that matched her skin. The 29-year-old pharmacy technician said she is “darker- complexioned” and tried countless foundations, including one that made her “end up looking sort of orangey,” due to its red undertones. 

But in the past 18 months she has noticed a broader range of shades for brown skin. “It’s a big relief. I know tons of women of color that love makeup,” said Ms. Williams, of Bolingbrook, Ill. More brands “are starting to see us and see that we are their consumer base, too.”

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