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Too Faced's New Foundation Range Has Nine Shades Exclusively For Women Of Color

Inclusivity isn't mutually exclusive, and makeup shouldn't be, either.

On June 26, Too Faced Cosmetics expanded its Born This Way foundation range, partnering with none other than YouTube star and beauty icon Jackie Aina to curate nine additional shades for deeper skin tones. BuzzFeed's As/Is reached out to Aina about the collaboration and the larger conversation around beauty standards.

The brand had 24 shades prior to the collaboration.
Too Faced

The brand had 24 shades prior to the collaboration.

"I’ve been beauty and fashion obsessed since I was very young," she told As/Is. "It wasn’t until I was 21, married and depressed, that I needed a creative outlet. At that time I started playing with makeup more and practicing on basically anyone who would allow me to."

Eventually she started her YouTube channel, geared to "empowering women of color," said Aina. " I wanted to show people that it’s okay to take beauty risks on dark skin. People ALWAYS felt like they needed to tell me what I could and couldn’t pull off because of my complexion. Now, that movement has really become a place where anyone of dark skin can relate."
Angela Marklew

Eventually she started her YouTube channel, geared to "empowering women of color," said Aina. " I wanted to show people that it’s okay to take beauty risks on dark skin. People ALWAYS felt like they needed to tell me what I could and couldn’t pull off because of my complexion. Now, that movement has really become a place where anyone of dark skin can relate."

"I have Asian viewers, Latino viewers, Native viewers, and others, who have all talked to me about their struggles with colorism in their community," she told us. "I also love how I have a ton of male and non-binary viewers, and even some that don’t wear makeup but just come to enjoy the content."

@jackieaina / Via instagram.com

"Most of the issues I speak to are not just black women, but people of dark skin. You can be black and not have dark skin. Alternatively, you can be a non-black person and have dark skin. I needed to clearly vocalize how colorism not only affects black people, but also dark-skinned people worldwide. Which sadly makes the problem even bigger."

As for her collaboration with Too Faced, Aina said she looked at what was missing. "In the beginning, it took tons of swatching and identifying gaps in the existing shades. Basically I saw that foundations don't run very dark, but there was also a lack of varying undertones between each shade. So I sought to fix that."

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."
Angela Marklew

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."

Now with 35 shade ranges, the Born This Way foundation is oil-free, offers medium-to-full coverage, and gives you a perfect finish. It also has coconut water and hyaluronic-filling spheres included, which help replenish and retain the skin's moisture level.

Get the foundation for $39 at Sephora.
Too Faced

Get the foundation for $39 at Sephora.

In the larger conversation around beauty, the entrepreneur and social media star said, "Your standards for beauty change when you’re constantly surrounding yourself with people from all walks of life. Try things like going outside of your social circle and befriending people from work or school from different backgrounds or cultures."

"At the end of the day, I want to show that anyone and everyone has the right to feel beautiful. We won't keep the standard of beauty down to one specific, unachievable look anymore." AMEN JACKIE.
Angela Marklew

"At the end of the day, I want to show that anyone and everyone has the right to feel beautiful. We won't keep the standard of beauty down to one specific, unachievable look anymore." AMEN JACKIE.

If you want to see the shade range and shop the collection, head over to Too Faced to look at Aina's profile and the amazing shade range!

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