Aina leaned on her large audience to help determine the shades she would need. "I got online and started watching reviews of people talking about the foundation. I wanted to know how individuals felt about the shade they were using and if they would change anything about it. Twitter was an awesome resource for me because I would ask my followers questions like, 'Do you have a perfect matching foundation? If so, what is it?' If a product in a particular shade got a lot of likes, I would jot that down and try to identify if Born This Way had something similar. If not, I would create it."