I just found out that Stila is phasing out some of their darker shades in some of their foundation formulas due to low sales. Fortunately, they aren't phasing out the concealers, the oil free and the illuminating foundations but i believe the compact foundation and the perfecting stick will be losing some darker shades.
The other thing I've noticed is the economic stereotype that non-ethnic women can't afford high end cosmetics. I work in a richer area, and I don't see very many African American or Latin women. I see a lot of Asian women and Indian women, but mostly White/European clients. The shades in the lines we carry reflect that as well. I often see in small print (More Shades Available, ask for help) meaning, Darker Shades, you gotta ask for yours. The lighter shades that would suit non-ethnic women are placed on the gondollas, the darker shades are in the drawer. In some lines, Dior and Shiseido and Laura Mercier for example, we don't even CARRY the darker shades in stock. That or they don't even make them. Dior Airflash comes in 4 shades, Porcelain, White, Less White, and White With A Tan (those aren't the names lol thats what we refer to them as). It's infuriating. I'm the only African American woman in my store. There are several asian and mixed ethnicities, but they don't have as much trouble finding their shade as I do.
I had a client come in the other day and I overheard her tell her friend "Why aren't there any Black artists in here? These white girls aren't gonna be able to relate to me." I immediately alerted my lead that even though I was zoned to be in fragrances, I was going to help that client because it really touches me to hear someone with the same problem I've got, and I was determined to help her no matter what. Her issue was two toned lips. She wanted a red lipstick, but had trouble finding one because she had two toned lips so certain colors looked funny on her. I spent about an hour with this client trying on different reds and different liners from brands. This branched out into skincare for her hyperpigmentation, which then led to concealer and foundation for her skin tone, undertone, and type. She left completely satisfied but I still wasn't: it shouldn't have taken me an hour to find a shade for her.
My store director is pushing for Becca and Make Up Forever in our store, and I hope we get them, ALL of their shades. because it's really frustrating as a woman of color to be surrounded by so many white shades, even as an employee, so I can only imagine how aggravating it is for a client.