Why Expressen’s feature mattered for inclusive beauty in Sweden
Sweden’s beauty market has long sidelined darker complexions. Black Vogue was created to change that conversation, and to make the industry answer for gaps it has comfortably ignored. When Expressen, a major national daily, spotlighted Black Vogue and our community work, it signaled something important. This is not a niche debate. It is a public conversation about access, dignity, and the right to find a foundation shade that actually matches your skin.
The coverage arrived during a period of concrete movement. The department store Åhléns confirmed plans to expand shade ranges across larger cities and in online channels. NYX Nordics was among the brands referenced in that shift. Those decisions matter. They shape what teenagers can try on a Saturday in the city, and whether a mother with deep skin can pick up a foundation without special-ordering it from abroad.
I have reviewed and used NYX products for years. Price matters, especially for young buyers who are still learning technique, and for families who should not have to spend 500 kronor to participate in basic beauty culture. The point is not to promote one brand. The point is to make retailers carry lines that take dark skin seriously, from undertone to finish, across formats and price points.
What inclusive beauty means in practice
Inclusive beauty is not a press release. It shows up in assortment, training, and accountability.
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Assortment: Shade ranges need depth and undertone variation. A line with 40 near-identical beiges is not a range.
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Training: Staff must understand undertones, oxidization, and how lighting changes perception on darker skin.
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Merchandising: Deeper shades belong on shelves, not only as an online afterthought.
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Returns and testing: Customers should be able to swatch safely and return mismatched shades without shame.
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Feedback loops: Communities that have been excluded should inform replenishment and product selection, not just marketing copy.
Black Vogue’s work is to make these points plain, public, and unavoidable. Media attention helps, but pressure is built by people who ask for what they need, support businesses that show up, and keep receipts when they do not.
Why Swedish retailers must treat shade equity as core business
Beauty spend is steady even when consumer confidence dips. Retailers who meet real demand earn loyalty. Retailers who treat inclusion as a seasonal campaign lose trust. In a Nordic market that prides itself on design and fairness, there is no justification for empty shelves where deeper shades should be. Stock the shades. Train the floor. Track the sell-through. Report the progress.
A practical look you can try at home
Below is a short tutorial using accessible products from NYX. It is not a prescription. It is a starting point for people who need affordable options that work on deeper skin.
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Base: Choose a foundation that matches the jawline in natural light. If oxidation is an issue, test a half-shade lighter and set with a neutral powder.
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Concealer: Brighten under-eye with a warm undertone to avoid a grey cast.
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Cheeks: Rich berry or terracotta blushes add dimension without ashy fallout.
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Eyes: Matte neutrals with a satin highlight at the inner corner, then a clean mascara.
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Lips: A brown liner with a soft gloss or satin lip keeps the look polished.
The goal is skin that reads as skin. Finish should be chosen, not forced by limited stock.
Where this goes next
Media features are helpful, but the benchmark is still the shelf. I will keep reviewing ranges, logging shade availability in store and online, and asking retailers to substantiate their claims. If you have run into barriers at a specific store, document it. If you found a team doing it well, share that too. Transparency moves standards faster than slogans.
Watch the tutorial: I include a short video below using NYX products to demonstrate a quick, everyday look that actually respects deeper skin. Use it, adapt it, and tell me what else you want covered.
