Above Average: 9 Pinoy Brands Serving More Than 9 Shades of Base

“It’s still hard for me to find a shade match,” 25-year-old Filipina morena Loren Licudo previously told Allure Philippines in an interview for a feature under our very own Morena Manual series.

This problem Licudo has is not unfamiliar to Filipino beauty consumers, particularly morenas. In a country where deeper skin tones are common, it’s surprising that many local beauty brands still fall short when it comes to shade inclusivity. 

This whole shade inclusivity problem isn’t just an issue in the Philippines. Around the world, this topic has been an ongoing concern in the beauty industry, but with trailbrazing brands like MAC, which had 43 shades of its classic Fit Me foundation, and Fenty Beauty, which launched 40 shades of foundation in 2017, a new standard has been set for makeup brands.

At home, however, a two-digit shade range feels like a big leap. In the past, we’ve only had three shades average for a foundation. The good news? There is some progress. 

Globally and locally, there’s no official minimum standard for what makes a foundation line “inclusive.” There aren’t many studies either. But to put things into perspective, we’ve compiled 37 FDA-approved base products (foundations, skin tints, and tinted moisturizers or sunscreens) from 26 Filipino brands. Based on our list, we found that the average number of base shades a Filipino brand offers is nine. 

Nine shades already feel like a huge improvement from the days when three or four were deemed sufficient. That number became our benchmark. For this feature, we’ve rounded up the local brands that go above and beyond the average. Meaning, these are the brands offering more than nine shades of base products.

For shoppers chasing a closer match, these are the homegrown bases that clear our editorial bar—beyond shade count.

1. ISSY Active Foundation (27 shades)

Issy currently holds the crown for most shades on our list with 27 shades. Its Active Foundation covers the spectrum from fair neutral to deep warm, with a lightweight, oil-free formula that sets itself while giving a dewy finish.

2. GRWM Cosmetics Radiant Skin Luminous Foundation (26 shades)

GRWM wins in numbers with its Radiant Skin Luminous Foundation, boasting 26 shades across warm, olive, neutral, and cool undertones, from fair to deep. The product, however, currently seems to be off shelves online, but the brand has already teased a new base lineup with 18 shades. 

3. Colourette First Base Everyday Skin Tint SPF30 (20 shades)

Colourette’s First Base Everyday Skin Tint comes in 20 shades that go beyond the usual fair-to-tan range. Later on, the brand introduced its Shade Matrix, a helpful guide that cross-references over 150 foundations and tints from 15 top brands, making it easier for Filipinos to find a closer complexion match.

4. Teviant The Ultimate Skin Master Foundation (15 shades)

Teviant’s The Ultimate Skin Master Foundation also aims high with 15 shades ranging from “Frost” to “Terre.” Built with advanced tech that helps prevent cracking or caking, it delivers medium-to-full coverage that claims to last up to 24 hours. It is also designed to revive dull, tired skin with a seamless, radiant finish.

5. ABSIDY Beauty Base Weightless Touch Foundation (12 shades)

ABSIDY keeps things simple but inclusive with 12 shades of its Beauty Base Weightless Touch Foundation, ranging from fair neutrals to golden tans. The oil-free formula promises a soft matte finish with medium coverage, blendable enough for everyday wear.

6. Lucky Beauty Angel Skin Veil (12 shades)

Lucky Beauty’s Angel Skin Veil is all about featherlight wear. Available in 12 shades, this soft-matte tint helps even out complexion without the heavy feel, ideal for those who prefer a “barely-there but better” base.

7. Enigma Skintroduction Longwear Liquid Foundation (12 shades)

Enigma may be new to the scene, but its Skintroduction Longwear Liquid Foundation is already turning heads. The self-setting formula claims to deliver medium-to-full coverage across 12 shades–from “Porcelain” to “Toasted Almond”–and early reviews are glowing.

8. DETAIL Fresh Filter Foundation (10 shades)

Detail’s Fresh Filter Foundation leans skin-first, offering light-to-medium coverage with a demi-matte finish. Its 10-shade range runs from “Soft Ivory” to “Rich Cocoa,” spanning pink, yellow, warm, and neutral undertones. Enriched with rose water, hyaluronic acid, vitamin E, centella asiatica, and niacinamide, it also feels like skin care in a bottle.

9. Ellana Loose Mineral SkinShield Foundation with SPF16 (10 shades)

Ellana keeps it classic with its Loose Mineral SkinShield Foundation, which promises buildable, velvety-soft coverage. It offers 10 shades across neutral, cool, and warm undertones, and with added SPF 16.

Diversity in F-beauty

While inclusivity in the F-beauty landscape is still a work in progress, these homegrown brands are proving that the industry is capable of catching up to the diversity of Filipino skin tones. 

For others, shade range might just be numbers on a chart, but for morenas like Licudo and countless others, every shade beyond the fair, porcelain, and tan is a chance closer to representation. 

The challenge now for our local brands is to continue this progress, and work towards a future where no Filipino will have to struggle again trying to find a perfect match.