After months and months of teasing and anticipation (we first broke the news last August), the long-awaited collaboration between Too Faced and beauty and style influencer Jackie Aina has officially launched. Starting today, you can now get your hands on an expanded range of the brand's best-selling Born This Way foundation; there are 11 new hues, nine of which Aina helped develop, bringing the total number of shades to 35.
The partnership began nearly a year and a half ago, when Too Faced founder Jerrod Blandino reached out to Aina, a longtime friend, to help expand the brand's complexion colors. "I've been championing diversity since I first started my YouTube channel," says Aina. "I appreciated that Too Faced acknowledged that they needed to better meet the needs of everyone, and asked me to come on board to help them get it right." And so the process began, with Aina working directly to create new foundation colors to fill the void. "I must have swatched the existing colors dozens of times, trying to visually identify where the gaps were," she says of the process. She turned to loyal Too Faced customers, too, scouring the Internet for common color complaints and requests.
The end result? Nine new hues, three of which are darker than Cocoa, which was previously the darkest offering. "Many dark shades tend to go a little reddish, and I wanted to have ones with varying undertones," explains Aina. She also added a few olive and golden-based medium options, including her go-to, Chai, "which is a deep golden shade that doesn't oxidize or turn orange." (There are also two new lighter options, Cloud and Seashell, which Aina did not work on.) You can see swatches of the new shades, below, in the Instagram post from @Trendmood1.
While foundation lines with extensive shade ranges are no longer the unicorn of the makeup world they once were, Aina points out that her first-hand involvement is a unique differentiating factor. "Just because a brand has a lot of dark shades, doesn't mean that people are wearing them. By bringing on someone with dark skin to create these new colors, Too Faced really wanted to get it right," she says.
In case you needed a reminder, Too Faced Born This Way Foundation is an oil-free, medium-to-full coverage, long-wearing foundation. The addition of coconut water makes the formula hydrating and hyaluronic spheres help smooth the finish as well. It's $39 and you can find it at toofaced.com, Sephora, and Ulta.
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