Sephora better get ready to make more space for Too Faced (and restock as soon as possible), as the brand is bolstering the shade range of its uber-popular Born This Way foundation with help from Jackie Aina.
The beauty vlogger linked up with the brand back in 2017, which she had initially announced in a post on Instagram last year, to deliver a wider array of shades of the best-selling foundation for darker skin tones. But Aina confirmed the good news in a Get Glam With Me video posted on her channel on Sunday, telling fans as she reached for her foundation, “I can’t show you the foundation that I’m using—well, technically I can…It’s Too Faced Born This Way. BUT it’s my new shade — that I created!”
Aina has always made it a point to call out brands that either don’t include or only offer limited shades for darker skin tones, even uploading an “I Don’t See Color” tutorial earlier this year. And she made a note to mention that while the Too Faced foundation has received rave reviews from across the web for its lightweight, oil-free, yet hydrating, formula and buildable coverage, she couldn’t really fall for the foundation because she couldn’t find a color match. “I was using Mahogany. I wasn’t happy with it because it was way too red,” she explained in the clip. “Now that I have this new shade, for the golden realness, it does exactly what I want it to do in a foundation.”
Needless to say, the announcement sparked a firestorm of excitement from fans and even Too Faced Co-Founder Jerrod Blandino, who shared a photo of Aina on his Instagram. “This means the world to me, it’s so important to me that everyone feels included and knows they’re seen and loved, and this is the perfect partnership to do just that!” he said in the post’s caption. While the YouTuber and the founder haven’t disclosed any additional details like how many hues will be added to the cosmetic collection or when they’ll finally be available for purchase, according to Aina, they’re coming “soon, soon, soon.”
At a time when brands are getting roasted on social media over skimpy shade ranges, it’s great to see a company getting the message and making real efforts to offer inclusive options — not just pandering to people of color, as Aina herself has mentioned many times. And by working with the influencers who actively advocate for inclusivity and also have a close connection with their fans ensures that inclusivity becomes intrinsic and not an afterthought.
Update: We know that Blandino can hardly contain his excitement when it comes to what’s next for Too Faced, as the co-founder gave fans a sneak peek of the additional options over the weekend. The Instagram video clip (featured below) was posted to the platform on Friday, showcasing 10 light shades and eight deeper shades of what Blandino called “hand-filled samples” housed in the same Born This Way bottles synonymous with the product. “There is no beginning and there is no end,” he captioned the clip. “It’s more than makeup, it’s a movement.”
Though the release date still has yet to be announced, the sneak preview is sure to get everyone excited! Stay tuned for more details!