Too Faced Born This Way Foundation

Too Faced Expands Popular Born This Way Foundation Shade Range

The popular Too Faced Born This Way foundation line has officially grown 11 shades larger, bringing the fan-favorite collection to a shade family of 35. But they are not just any old thoughtless blends: the makeup brand specifically focused on developing foundations that actually work on dark skin tones. Are you screaming, “finally!!”? Plus, in order to get the darker shade undertones right, Too Faced’s founder Jerrod Blandino called upon beauty YouTuber Jackie Aina to help develop nine of the latest deep offerings.

“I’ve been championing diversity since I first started my YouTube channel,” Jackie told Allure in a new interview. “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. I must have swatched the existing colors dozens of times, trying to visually identify where the gaps were.”

“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,” the influencer added, explaining she worked to curate dark shades that wouldn’t go reddish or orange, as many formulas out there on the market tend to do.

“This is everything that I’ve worked for because ever since I started my channel, it’s been about empowering the overlooked and meeting the needs of people who oftentimes are told they don’t need makeup or they can’t be included,” Jackie added in an interview with WWD. “So the fact that a brand thought to bring me on board to include these very people that I’ve been fighting for was everything to me.”

Jerrod Blandino also announced that the Too Faced Born This Way line is expanding even more this season, with the introduction of new concealers and setting powders.

You can currently shop the selection of Too Faced Born This Way foundations, concealers, and powders from $12-$39 on the brand’s website now, or via online platforms like HSN, Sephora, and Ulta’s websites. These products will be dropping in stores starting in August.

To hear more about how Jackie Aina helped with the Too Faced Born This Way foundation shade expansion, be sure to watch her YouTube video below.

More from the Too Faced brand.
More new foundation launches to check out.
All images via Too Faced

28

More from Richard