This week, I checked in on the online communities making undertones a main topic of conversation. Additionally, Tate McRae joins the celebrity fragrance market, and Sephora expands its footprint in the U.K. with a partnership with Marks & Spencer. 

Does that pink blush look orange on you? Maybe you’re an olive

New York City-based content creator Olivia always knew she had fair skin. But most makeup geared for pale skin tones didn’t seem to suit her — until she realized she wasn’t just fair, she had a fair olive skin tone. 

“My dad’s Middle Eastern, so I’m very Mediterranean. Like, I always felt my skin was kind of yellow. But I didn’t know you could be olive and pale,” said Olivia, who now posts about finding makeup for her fair, olive complexion under the handle @theporcelainveil. “Making content, I’m like, ‘Oh my god, I am like the prototype of olive. Like, very undeniably, I am green.” 

That may seem like a niche category, but those recommendations have resonated with viewers: A TikTok Olivia posted in May describing Sephora Collection’s Pink Frosting lip liner as the “ultimate cool toned light pink for fair olives” has more than 1.5 million views.  

Brands like Fenty Beauty helped make an extensive shade range from light to deep skin tones a non-negotiable for foundation and complexion launches. But many beauty consumers are evolving the conversation around skin tones from overall depth of complexion to undertones, like warm, cool and neutral. 

“I think there’s always been this conversation of undertone, but with the social content becoming more amplified, whether it’s through TikTok or Instagram, there’s more heightened awareness around it,” said Jeremy Lowenstein, chief marketing officer at Milani Cosmetics.

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