nude and skin-toned-matching ranges have been a quiet battleground in the lingerie industry. Younger shoppers, no longer content to wear ‘nude’ lingerie designed for someone else’s skin, have spurred the growth of start-up brands that launched specifically to counter frustration with a lack of skin-tone-matching choices.
British brand Nubian Skin kick-started the trend when it launched in 2014 with four skin tones specifically catering to women of colour (tagline: “a different kind of nude”).
Commando, Heist and Sweaty Betty followed with extended skin-tone-matching ranges. Spanx expanded from beige shapewear into different tones.
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