The fashion industry is finally realizing that its customers all look vastly different. And by that, we mean they don't all have beige skin tones.

Mass market brand Jockey has released its Seamfree Air True to You Shades line, which includes five new nudes that range in shades from blush, for women whose skin has reddish undertones, to three darker colors. The goal, per the brand, is to make sure there's a color that fits everyone. The styles include a bralette ($25), thong, bikini, brief, hipster ($13 each or 3 for $33) and are sold exclusively at Macy’s.

While we're not sure that five shades encompass the magical and diverse spectrum of skin tones out there, it's a nice and affordable start.

"We started the process about a year and a half ago. We realized everyone is not the same shade. We really needed to come up with a solution to better personalize some of our products for our consumers. We did a lot of research to come up with the shades that would match most skin tones," Maureen Putlak, Jockey VP of merchandising and design told Allure.

The company isn't stopping here, though. "We’re looking at adding one more shade next year, to balance out the whole spectrum of color. It’s still in development," says Putlak.

Courtesy brand

Our skin defines how we view ourselves, how society sees us and how accepted we feel. And when your skin tone isn’t represented in the fashion or beauty industries, or in pop culture, it can be crushing. Representation matters in a big way. It wasn’t that long ago — 1949 to be exact — that Crayola released a crayon called "flesh," which was a perfect dewy blush and epitomized to kids that light skin was the most desirable. In 1962, its name was changed to what it was — peach.

Unsurprisingly, the response to the Jockey launch has been "strong," says Potluk, with women saying they exude confidence in the undergarments. "It’s about how they feel and how great this looks under their clothes."

Just to be clear, Jockey is not inventing the wheel here. Christian Louboutin launched his Nudes collection, featuring heels that match different skin tones. And ethical brand Naja has a line of lingerie, called Nude for All, that aims to match bras and panties to various skin colors and has a pretty amazing selection to choose from. And over in the world of beauty, there's the gorgeous Surratt Beauty Surreal Real Skin Foundation Wand, which happens to be an Allure Best of Beauty award winner and covers a pretty wide assortment of complexions.

Consumers are starting to have so many choices that brands have to get it right, says Nick Barose, the Lancôme celebrity makeup artist who works with Lupita Nyong'o and Uzo Aduba. "You don't have to settle for something less than great, so if brands don't get it right, then buyers can go elsewhere," he says. "And they'll be more loyal to brands who cater to their skin tones."

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