When she launched Fenty Beauty, RiRi didn’t just inspire other brands to follow her lead. She demanded wider shade ranges to suit all skin tones. If brands wanted to stay relevant with consumers, they had to make shade expansion a priority (no more Shape Tape travesties). However, while many traditional companies jumped on the bandwagon, clean beauty remained slightly behind the times –– until now. Meet Exa.
Say Hello to Exa Beauty.
Dedicated to being the “first clean complexion brand to provide every person with a perfect shade match,” Exa Beauty is leading the way with products as inclusive & innovative as they are clean & beautiful.
“Exa” refers to the 10 to the 18th power (or 1,000,000,000,000,000,000). This huge number showcases the brand’s mission: to create an impact in the beauty industry and beyond. With a focus on inclusivity, health and charity, Exa is definitely delivering on its promise. The brand was even recognized as a 2020 Oprah Magazine Beauty O-wards winner.
Not Just Black & White
Generally, clean beauty brands have fallen short on shade range. Kjaer Weis has only 16 options. Ilia has 18. And Bite Beauty has 32. However, this just-launched brand nearly meets Fenty’s 50 shades with 43 of its own long-wearing, buildable tones.
Fide shades from super fair skin with neutral undertones to deep dark with warm or golden undertones. Exa’s High Fidelity Foundation ($38) compliments each with a semi-satin finish. Plus, the online Shade Finder makes it easy to try before you buy.
Additionally, where Exa does surpass Fenty is with its super clean, skin-nourishing formula. The ingredients are vegan, gluten-free and cruelty-free. Plus, the formula is marked “Credo Clean” by the popular beauty retailer. This product is also bursting with soothing naturals, like aloe leaf juice and coconut, as well as conditioning emollients, like coco-caprylate, jojoba and hyaluronic acid.
Exa, Not #Extra
Along with the High Fidelity Foundation, Exa also released the Jump Start Smoothing Primer ($34). This sidekick product blurs pores and texture with a super silky, semi-matte finish. It also meets the same clean beauty benchmarks while combining collagen-stimulating CoQ10, reparative fatty acids and antioxidants.
Let Exa be proof that conscious consumerism makes a change! We can demand products that are clean, inclusive and beautiful –– and get it all in one product. Shoutout to Exa for delivering on what we need and more. We hope to see extended products from this amazing brand and will definitely be “Adding to Cart” ASAP.