| Shade/Skin Tone | Purchase Venues | Totals | ||
| Variety | Department | E Commerce | ||
| Light | 92 (35%) | 89 (33%) | 85 (32%) | 267 |
| Fair | 96 (39%) | 91 (37%) | 60 (24%) | 247 |
| Medium | 70 (36%) | 70 (36%) | 55 (28%) | 195 |
| Olive | 69 (34%) | 73 (36%) | 59 (30%) | 201 |
| Tan | 59 (34%) | 62 (35%) | 56 (31%) | 176 |
| Brown | 49 (30%) | 51 (32%) | 61 (38%) | 161 |
| Dark Brown | 4 (4%) | 3 (3%) | 89 (93%) | 96 |
| Black | 0 (0%) | 1 (3%) | 30 (97%) | 31 |
| Totals | 439 (32%) | 440 (32%) | 495 (36%) | 1374 |