Beauty Bakerie's shade range lists the deeper colors first. Beauty Bakerie

Cosmetics company Beauty Bakerie is going viral for the way it displays its shade range.

Unlike most brands, the darkest shade is the first in the lineup, with the lighter shades following behind.

People were quick to notice the order of the shades, calling it "a small thing but an important one."



When looking at a foundation display or product page, the shade range typically displays the lightest shade first, with the darker shades following behind. Even Fenty Beauty, one of the most celebrated brands when it comes to inclusivity, lists its fairest shade first as "100" and its darkest shade last as "490."

It's a fairly standard practice in the beauty industry, but now cosmetics brand Beauty Bakerie is flipping those norms by featuring its darkest shade at the beginning of the lineup.

Customers who visit the product page for its Cake Mix Demi-Matte Foundation will see the deepest shade labeled first

The darkest shade is labeled as "#1," while its lightest shade is labeled at the end of the list as "#59."

Beauty Bakerie's shade range is refreshing. Beauty Bakerie

The brand garnered a lot of attention when a video of an impressive color swatch of one its darker shades went viral.

Many noticed the refreshing order of the shade range when visiting the website

This order of dark-to-light shades extends across the entire line of foundation and concealer.

Beauty Bakerie founder Cashmere Nicole said in an interview with Teen Vogue that it's meant to provide a refreshing experience for women of color

"For black women in particular, we are reminded everywhere we go, on a daily basis, multiple times throughout the day, that we are second," Nicole told Teen Vogue. "You go into a store, and you are bending down to nearly the ground to get your shade, or you go to a beauty store's website, and when you're looking for your shade you're scrolling to the bottom of a list. And it could be any brand, but it's going to be like, here are the light shades, and here are the dark all the way down here."

A complete breakdown of the brand's shade range, including undertones and similar shades in other brands, can be found here.

Representatives for Beauty Bakerie did not immediately respond to INSIDER's request for comment.

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