New York – SPKTRM is a new beauty brand making a commitment to greater inclusivity throughout the development of its products.
While many brands have this year launched campaigns celebrating people’s individual quirks, SPKTRM is going beyond conventional inclusivity by working with its real-life audience to create its first foundation. Through an Indiegogo campaign, the brand has asked backers to send in make-up free selfies and information about their skin's needs, which will be used to develop the colours and shades of the product. Those who contribute will also have the chance to have a foundation shade named after them.
SPKTRM's future product will be a light to medium foundation that allows for buildable coverage as required, with or without covering up characteristics such as freckles, wrinkles, moles and pimples. It is eventually expected to be available in over 50 different shades.
As part of its inclusivity commitment, SPKTRM has also pledged to ban retouching from all of its advertising as well as the phrase 'anti-aging', a move similarly made in 2017 by women’s beauty magazine Allure.