Cosmetic companies to blame? In the east, they fetishize white / fair skin, while in the west they fetishize dark skin.

Possibly. Its actually insanely frustrating as someone pale that most western brands rarely approach the level of lightness I need to match my skin, and the few that come close often are almost always rather saturated, highly warm tones.

They almost always just stick to tones within the realm of pantone's skin guide, treating it more like a skin bible instead.

Haus labs and their triclone in 000 is one of the few foundations I've ever had match.

People with dark skin do also still struggle to find their tones in most western countries unless they live in a huge city.

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No, people who do it are to blame.