Maybe you’ve had the same foundation you’ve been using since your sweet sixteen, but for a lot of people, trying to find the right shade to match their skin tone is a struggle. This is especially true for women of color, and anyone whose skin is darker than the lighter-skinned people most makeup companies cater toward.

When Rihanna launched her beauty line, it was a huge deal that Fenty Beauty had 40 shades of foundation to choose from. At the time of her line’s release, Rihanna said that making sure everyone could use her makeup was crucial to her.

 “That was really important, for me, for every product,” she told PopSugar. “I kept saying, ‘There needs to be something for a dark-skinned girl, there needs to be something for a pale girl, there needs to be something for everyone in between.'” 

The brand has been extremely successful, and Rihanna’s commitment to inclusivity is considered a big part of that. Other makeup lines are starting to catch up, finally.

On Wednesday, YouTuber Alissa Ashley announced her collaboration with NYX Cosmetics on a new foundation line called Can’t Stop Won’t Stop, which include 45 shades. 

She shared a photo of herself wearing her shade and wrote:

“MOOOOD
I’m sooo unbelievably happy to announce that I’ve collaborated with
@nyxcosmeticson their new Can’t Stop Won’t Stop Foundation which will be available in FORTY FIVE shades that I helped develop!!!!! To think that my first time ever working with NYX was as a model in a foundation campaign to now helping them with a foundation shade range which you guys know I’m so passionate about has me wanting to cry. Talk about full circle. I’m so happy and I can’t wait for you guys to try it! (Wearing it in this photo).”

The full coverage foundation is also fairly affordable at $15 a bottle.

The beauty world is excited about this development, to say the least:

Lots of people are familiar with NYX Cosmetics for being more inclusive as well, and showing how their products look on different skin tones:

And lots of different models and collaborators:

Acknowledging a wide range of needs and that women of all colors deserve products that suit them is just good business. And pairing with Alissa Ashley?




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