Makeup brand Too Faced has tapped noted beauty creator Jackie Aina — who counts upwards of 2.4 million YouTube subscribers — to help make its line more inclusive for a wider range of skin tones.
In what amounts to a first-of-its-kind collaboration between influencer and brand, Too Faced enlisted Aina to consult on its existing Born This Way foundation range, whereupon she helped develop nine new shades to suit darker tones. Aina worked closely with Too Faced co-founder Jerrod Blandino over the past year to fill in gaps within the line so that every consumer might find a match. Aina’s nine new shades are available today, priced at $39 per bottle.
Aina has been an outspoken advocate for inclusiveness within the beauty industry since the outset of her career — and she received the first-ever ‘YouTuber Of The Year Award’ from the National Association For The Advancement Of Colored People (NAACP) in recognition of this work. Aina, who is a U.S. Army veteran, has collaborated with other beauty brands to date. In 2016, she launched an eyeshadow palette with e.l.f., and more recently pacted with Artist Couture on two powder highlighters, which are currently sold at Sephora.
Aina is repped by Ashley Villa at Rare Global and Abrams Artists Agency.
Check out Too Faced’s announcement video heralding the collab’s arrival below:
WWE is taking kayfabe to a fresh arena. The pro wrestling promotion has partnered with…
Reign Maker Group's "constellation" of creator-focused companies has expanded by one more. Co-founded in 2025…
A memo issued by the U.S. Department of Justice has ushered in a new era of relations…
For years, YouTube has been handily beating Netflix's watch hours in the U.S. Now fresh…
Major Hollywood studios aren't the only ones investing in content creator IP. Back in 2024,…
Each week, we handpick a selection of stories to give you a snapshot of trends,…