M&S replaces 'nude' shade from all product ranges to make them more inclusive 11 months ago

M&S replaces 'nude' shade from all product ranges to make them more inclusive

No more nudes.

It is the staples we all need in our wardrobes and underwear drawers – the perfect barely-there shade of lipstick or perfect tube of foundation.


However, nude as a universal shade we all recognise, might just be on its way out.

Earlier this week, M&S announced they are dropping the shade 'nude' across a range of products, from lingerie to makeup, in an effort to become more inclusive. The colour “nude” has, of course, long been associated with light or fair skin tones, but the retailer is now looking to change that.

According to the Independent, the Oxford English Dictionary has defined the colour nude as a ‘pale pinkish beige’ – but campaigners have been working to redefine the word to explain that it is a colour that matches the wearer’s skin tone, giving the appearance of nudity.


In its old form, the term nude, they argued, was designed to automatically represent a white person’s skin.

So out with nude, in with – almond?

Yep. At M&S, lingerie previously labelled as nude is now described as 'opaline.'

These include the firm’s sumptuously soft T-shirt bra and the Rosie silk and lace bra set. And some ladder-resistant stockings are also being relabelled.


Other shades are being re-named and re-branded too.

For example, rose quartz has replaced natural tan and rich quartz is used instead of cocoa. Tobacco is now topaz, while both suntan and cinnamon are now rich amber.

In fact, the shade 'nude' has now been replaced on the company’s website for hundreds of products.


"We’re removing any names that we don’t believe reflect this overhaul," M&S said in a statement.

"We’re always looking at our products to see how we can make our offer more relevant for all of our customers."

For the Stila stay all-day liquid lipstick, for example, the site states: ‘We’ve been reviewing our product and colour names in line with our commitment to celebrate diversity and inclusion."