Fox sent us this image from a Sephora email; clicking on the various skin tones would take you to a section on makeup for your complexion:
What struck Fox is how light all three skin tones are. I’m pretty pale — I often match shades with names like “ivory” — and I think I’d still be “medium” toned according to this graphic. Also, all three women have pretty similar, stereotypically Caucasian, facial features.
And while any skin tone categorization is going to throw together a wide array of shades, in this case, it seems like a lot more skin tones are going to be subsumed under the “dark” category than the others, since it starts out at a pretty light shade and contains every shade darker than that. The options here separate out lighter skin tones from one another pretty finely while throwing an enormous range of skin types together under “dark.” Presumably Sephora conducted intensive research and discovered that while lighter-skinned women required carefully customized makeup color schemes, women with even slightly darker skin can all make do with the same one.