Ever since Too Faced announced its partnership with beauty influencer Jackie Aina to expand its foundation shade range, we knew we were in good hands. And after almost a year of waiting (we first covered the news in August 2017), the new Born This Way foundation collection is here.
For the expanded foundation range, Aina created nine out of 11 new shades in the collection. (Side note: the two lightest shades that were added were not part of the partnership with Aina.) The foundation range now offers 35 shades total, and because the YouTube star was involved throughout the entire process, she figured out what was missing from the existing line and what needed to be added.
Aina spoke to HelloGiggles about her partnership with Too Faced, working with the co-founder and Cheif Creative Officer Jerrod Blandino, and why it was so important for her to expand this collection.
Blandino also explained why he chose to work with Aina and how he gave her free rein when it came to expanding the shade range.
And no, your eyes aren’t deceiving you, some of the foundation shades are already sold out. Blandino said, “It’s sad — sad because it’s sold out — but it’s great because it means people understand it and they’re excited because this is so much more than makeup. It’s a movement of love, it’s a movement of togetherness, and it thrills me that this is happening in a time when there’s an energy of love, support, and inclusivity.”
On the topic of inclusivity, Blandino also hopes that it can become the norm in the beauty industry. “I hope that we stop having to label it and that it just becomes how it is.”
As far as Too Faced expanding its other shades, Blandino said it’s already in the works.
Along with the Born This Way Foundation ($39), which is already selling out, Too Faced launched the Born This Way Super Coverage Concealer ($28) in 20 shades, and they added two new shades to the Ethereal Setting Powder line ($32), which is also selling out (#sorrynotsorry).