As a Black skin expert, I remain deeply committed to promoting true, systemic change. It’s no longer enough for a brand to simply claim "40 shades." The question today is: Are those 40 shades equally available, equally nuanced, and equally advertised?

You’ll know it instantly – the slightly too-taut face, carpet thick, caterpillar-style eyebrows, cheek bones contoured to look sharper than Helvellyn and inflated, bee-stung lips. All of this is usually set against a nut-brown tan and dazzling white veneers. What am I talking about? The Instagram Face – that homogenised ideal of beauty that is being normalised across social media feeds turning a certain generation of women into an army of pouting female clones.