YouTube beauty product collabs may be a dime a dozen, but two of the biggest names in the space — vlogger Jackie Aina and the massive brow and color brand Anastasia Beverly Hills — are aiming for novelty with an eyeshadow palette that is intended to suit darker complexions.
The $45 palette will launch on the ABH website on Aug. 6 — though Aina is selling a limited quantity directly via Instagram, which offers ecommerce options. The palette features 14 matte and metallic shades as chosen by Aina and ABH president Claudia ‘Norvina’ Soare — daughter of ABH founder Anastasia Soare — including ‘Big Wig’ (matte rich purple), ‘Dwollahs’ (metallic golden olive), and ‘Zamn’ (sparkling rose gold). On Aug. 15, the palette will roll out to stores — including Sephora and Ulta — and then arrive internationally the very next day.
“I remember when there was a time when no one would collaborate with black influencers,” Aina tells WWD. “It just wasn’t a thing to walk into a Sephora and see an influencer collaboration with someone who looks like me. There still can be a lot more change, and there can be a lot more opportunities and lanes created, but I think we’re getting there.”
Anastasia Soare started out as an eyebrow groomer to the stars and then launched her brand in 2000. Last year, reports WWD, ABH recieved an undisclosed investment from TPG Capital, valuing it at $3 billion. It is currently sold in 25 countries, and is weighing an expansion into skincare.
Aina is similarly expanding her personal brand, per WWD. The 32-year-old counts 3.1 million YouTube subscribers, 1.3 million Instagram followers, and she has been adding to her team over the past two years, now with an assistant, management team, and video editors.
You can check out Aina’s reveal video for the eponymous palette below: