Finding the right shade of makeup can be a struggle, especially if you have really fair or dark skin. But things are changing. Some brands, including Korean ones are looking at their shade ranges and making them more inclusive.

Soo Min Kim, a BBC reporter, takes us through the K-beauty industry and what’s changing.

We also hear from two beauty influencers - May Akhtar and Oceanne Comtois. Have they seen much change and could K-beauty be what the market needs?

Gloria Achieng is a BBC reporter in Kenya - how popular are products there?

And Adam Triantis from Dcypher walks us through why brands having a huge shade range can be hard logistically and whether AI could help.

Instagram: @bbcwhatintheworld Email: whatintheworld@bbc.co.uk WhatsApp: +44 0330 12 33 22 6 Presenter: Hannah Gelbart Producers: Emily Horler and Benita Barden Video Journalist: Baldeep Chahal Editor: Verity Wilde