All 40 Shades of Maybelline’s Fit Me Foundation Have Launched in Woolies and Coles as a Trial

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The lack of diversity in the foundation shade range at supermarkets Coles and Woolworths has finally been addressed with the introduction of the entire Maybelline Fit Me Matte & Poreless Foundation range in both supermarkets.

In April this year, a petition was created calling out the lack of makeup shade diversity in these grocery stores.

While this move is severely overdue, it’s great to see some much-needed change, with both Coles and Woolworths now stocking all 40 shades of the Fit Me Matte & Poreless Foundation range. Previously, only nine of the 40 shades of the Fit Me range and eight of the 12 Fit Me Dewy & Smooth range were available in grocery stores.

Woolworths is now stocking the full range on its website, while Coles has also included the offering online as well in select stores across Australia. Both of these changes are a part of trial programs to see what the needs of customers are. While we applaud this move, it’s a shame that this is merely a trial and not a permanent change.

“We have tripled the current foundation range available to Coles’ customers and have specifically chosen ten stores that service many postcodes and diverse customer base, who can provide us with valuable feedback,” said Coles’ General Manager of Non-Food, Health and Home, Jonathan Torr in a press release.

“We are also conducting a thorough range review of our cosmetics category and looking for opportunities to work with suppliers to offer a more diverse and inclusive range of products in-store and online. The process will be ongoing for several months, and we look forward to launching a refreshed product offering in early 2022.”

The Coles supermarkets currently stocking the range in store includes Berwick, Braybook Ballarat Road and Burwood East in Victoria, Kirraee and Willowdale in New South Wales and Aspley Hypermarket in Queensland. You can also find it in Churchill Centre in South Australia and Gungahlin in the ACT.

While shopping for foundation online can be tricky, Maybelline has a Fit Me Regime Finder that helps you pick the perfect shade, which you can then purchase online via Woolworths or Coles at a budget-friendly price.

Going forward, we hope that both Coles and Woolworths create the shelf space to house the entire Maybelline shade range within stores, while also continuing to expand the shade offerings of other makeup products. The petition created earlier this year by Melbourne mother-of-two Rebecca Willink was enough to help encourage this change, so we hope that continuing this conversation also bolsters the argument for turning the trial into something more permanent.

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