Ever since Rihanna launched Fenty Beauty last year with 40 shades of foundation, the rest of the beauty industry has been trying to keep up.
Last month Too Faced announced that they had collaborated with YouTuber, Jackie Aina to expand their Born This Way Foundation line with 11 new shades and now NYX has teamed up with fellow YouTuber Alissa Ashley, to launch an entirely new foundation line.
Can't Stop, Won't Stop is a long-wearing liquid foundation that promises to make your skin look flawlessly matte all-day and is available in an impressive 45 shades.
Not only does it promise to keep you matte, but NYX also promise that this new foundation is 100% transfer proof, so you never have to go through that awkward 'I definitely just got makeup on their shirt' moment again.
Alissa worked with NYX to develop a shade range that is truly inclusive as you can see from the lightest and darkest colours in the line.
Alissa has used her platforms to raise awareness around the lack of diversity in makeup and was quick to call out Tarte when they released their Shape Tape foundation, which had a distinctly limited shade range.
The Internet quickly went wild for the new foundation and praised NYX for catering to people of colour.
"I'm so glad you're extending your range! Yay for all the gorgeous POC that love wearing makeup!"
"I am beyond excited for this and so affordable!"
"For once more dark shades than light"
"YES NYX. LOOK AT ALL THOSE BROWNS AND DEEP COLOURS"
While Can't Stop Won't Stop launches in the US in August, we have a little while longer to wait in the UK as it launches September 2018 priced at £14.
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