The Japanese brand SUQQU has always been known among professional artists with international access, and true makeup connoisseurs. Recently, the brand has taken a strong foothold among mainstream influencers and bloggers. The surge is due in part to a notable new makeup collection for the Autumn/Winter season. But the true reason may be that after many years of catering to primarily pale skin, SUQQU has finally expanded its foundation (and new concealer) range to accommodate a wider range of skin tones.

This is a big deal for makeup enthusiasts who’ve been waiting for a legitimate reason to spend their money with a company that is well known for quality and performance. The brand is also pricier than many of its luxury counterparts (some of the brushes retail for more than $100). For customers based in the United States, access is only available through an international department store like Harrods or Selfridges. Without a real opportunity to swatch and test the products, not to mention a hefty shipping fee, SUQQU was largely ignored.

Until now.

The AW2020 Collection features an item that SUQQU has never attempted in the past: a blush/face palette. Previously, single blushes contained an ombre formulation in a myriad of shades and were meant to be purchased individually. The Limited Edition palette, which features four highly pigmented blush/shadow colors and two frost/highlight shades, was enough to get the attention of the fomo (fear of missing out) crowd across the pond. Youtube videos went up daily as influencers fervently tried to outdo each other by getting their hands on the palette, and any other new offerings that SUQQU put up for sale.

It was the perfect opportunity to release a new cream foundation and concealer collection that truly catered to medium and medium/dark skin-tones. 12 Foundation shades and seven Concealer shades might not seem like a big deal in the age of  100-shade range releases, but it’s a major step for a company that has largely remained off the radar for beauties of color. With a distinct yellow undertone for the warmer shades, the formulations make them easy to mix and match to find the ideal shade.

The new Cream Foundation formulation is noteworthy. Although marketed as a cream, it actually bonds immediately to skin without spreading much at all. The finish is skin like, and may not need to be set with powder on even the fussiest skin types. It wears without settling into fine lines, and doesn’t appear to fade even after hours of wear. The concealer applies as a thin veil, but bounces light more effectively than most of its thicker counterparts. Both items serve as a perfect base for the new color collection, including two new liquid lipstick formulations in matte and gloss.

The AW2020 collection is not perfect (the lip shines leave a bit to be desired). But it’s one heck of a start for a company that’s been largely ignored in terms of international social influence. SUQQU already has a reputation for producing high quality products. Now the company is well on its way to also becoming something much more respectable: inclusive.