NYX Cosmetics Launches Shade-Inclusive Foundation with Alissa Ashley

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Fenty Beauty continues to be one of the world’s most influential beauty brands. Rihanna‘s makeup line is less than a year old, but its shade-inclusive philosophy has inspired tons of other brands to follow suit. The latest brand to get woke? NYX Cosmetics.

The drugstore favorite just announced yesterday that it will be launching a new foundation range with 45 shades! That’s five more than Fenty’s iconic foundation. The Can’t Stop Won’t Stop Foundation claims to be full coverage, waterproof and last for up to 24 hours. And the best part? It’s $15!

NYX also enlisted the help of YouTube beauty guru Alissa Ashley to help make the foundation. The blogger collaborated with the brand to expand the shade range and develop more undertones. She told Allure, “We noticed that a lot of in-between shades were missing. Nyx already has an amazing shade range to begin with, but even though it was good, it could still be improved by adding some middle or in-between shades. For example, I’m someone who has to constantly mix different shades to match my skin tone. When developing this new range, we found that if we mixed two together or tweaked it by adding a slight undertone, we could get those in-between shades.”

Although the foundation is advertised as full coverage, Alissa claimed it’s lightweight enough to build up. She told the magazine, “With most full-coverage foundations, sometimes I feel like there’s not a lot of wiggle room. They only give you the option of really full coverage, but with this, you can layer it for either a natural or glam look. With Can’t Stop Won’t Stop, I find that if I put a thin layer on, I’m still able to get a really flawless look. If I put on a second layer, I’m able to get even more, full coverage with up to 24 hours of wear as an added bonus.”

Along with the foundation, NYX is also launching a Can’t Stop Won’t Stop mattifying primer to keep your your face beat all day long. Both the foundation and primer launch on August 16 on, and in Ulta stores.