Too Faced’s Born This Way foundation is accepting 11 new shades. Today, the cast launched its accord with YouTube brilliant Jackie Aina, who formed with Too Faced cofounder Jerrod Blandino to advance nine of the new hues.
“It is so important to me that anybody feels like they are apparent and loved, so accommodating with Jackie was a breeze and the alone advantage in my mind,” said Blandino. “She brought her ability to the table and formed endlessly to get it right. She helped me appropriately codify undertones and ample in the gaps we were missing in the line. I’ve consistently admired her advancement for added bark accent admittance and she’s the apotheosis of the Too Faced girl.”
Aina started her YouTube approach in 2009, one year afterwards she abutting the army. She is as accepted for her adventurous architecture looks as she is for speaking out about amusing issues to her 2.4 actor YouTube subscribers. She has been a fan of Too Faced for years — she alleged the Better Than Sex mascara her “holy grail” — and has ahead formed with E.l.f. on an eye adumbration palette that launched in 2016, as able-bodied as a accord with Artist Couture on Diamond Glow Powder Highlighters, accessible now at Sephora.
Ahead of the barrage of her Too Faced collaboration, Aina batten to WWD about starting her architecture approach while in the military, Fenty Beauty and fans’ reactions to the Too Faced collab.
WWD: Aback did you alpha your architecture channel?Jackie Aina: I started my YouTube approach a year afterwards I abutting the military. I wasn’t a full-time YouTuber. I didn’t absolutely accept that I could alive off of my assets from amusing media, so I was accomplishing actuality on the side.
WWD: What fabricated you appetite to alpha it?J.A.: Beauty has consistently been my aboriginal adulation and I’ve consistently been a artistic person, but actuality that I accept a dad who is from a country that’s so academically apprenticed like Nigeria, it was consistently article that I never took actively because I acquainted like it wouldn’t accomplish anyone appreciative and it wouldn’t accomplish any money. If you’re absolutely amorous about something, one way or another, you’re activity to acquisition a way to absorb it into your life.
WWD: Is there a architecture association in the military?J.A.: I can’t say there’s a architecture association per se. I do anticipate that everywhere you go, you’ll consistently acquisition that actuality that sees that lash, sees that lipstick and they’re like OK, you and me are one and the same. In the army, you’re not looked at as a changeable babe or addition who’s feminine or cast to abrasion makeup. You’re all looked at and beheld as the same. Aback I met bodies and they begin out I was in the aggressive but they saw I was cutting makeup, they were abashed because they didn’t get it, not compassionate you can like two things at the aforementioned time. You can serve your country and abrasion concealer. The world’s not gonna stop.
WWD: How did you body your following?J.A.: When I started my channel, my attendance was absolutely acrimonious up a lot faster than some of the bodies that had started aback I did or some of the bodies I had been watching at the time. I was one of the actual few dark-skinned women on YouTube and there weren’t a lot of bodies aback again that looked like me that were on camera adulatory bloom and cutting bold, bright looks. Aback then, there was this anecdotal that atramentous women don’t charge architecture or atramentous women can alone abrasion gold, like bark accent colors. No, we’re gonna abrasion that nude lip trend, we’re gonna abrasion dejected eye shadow, we’re activity to abrasion that begrimed eye. There wasn’t abundant of the able atramentous woman actuality represented on YouTube. I was one of the few bodies who brought that and I anticipate bodies admired it.
WWD: What do you appetite bodies to apperceive about your accord with Too Faced?J.A.: This is aggregate that I’ve formed for because anytime back I started my channel, it’s been about allotment the disregarded and affair the needs of bodies who oftentimes are told they don’t charge architecture or they can’t be included. So the actuality that a cast anticipation to accompany me on lath to accommodate these actual bodies that I’ve been angry for was aggregate to me.
WWD: You’re absorption added on undertones, as well. Why was that important to you?J.A.: We did extend the shades as able-bodied as abacus average shades. I had to attending at the gaps, what are we missing from what exists now. And if I acquainted like two shades were too, like one was lighter, one was darker, but they’re both aflush undertones, OK, that tells me I charge to add article in amid that’s got article added chicken olive, article that’s activity to clothing our warmer association person. It was a actual absolute process. I went through all the shades and I capital to focus on diversifying the band so that bodies can at atomic feel like they accept a winter advantage and a summer option.
WWD: Were you at all aggressive by Fenty Beauty for this collab?J.A.: The Too Faced aggregation had accomplished out to me apropos this affiliation able-bodied over four or bristles months afore we alike knew that Fenty existed. We appear the affiliation a brace weeks shy of Fenty’s launch. This is not to booty abroad from them at all because everybody knows I’m the number-one Fenty fan, but what we started to see afterwards the advertisement of Fenty was a lot of brands aggravating to comedy catch-up. [Fenty Beauty] aloft the bar and what I acknowledge about Too Faced was it wasn’t in acknowledgment to article else. They had aboriginal presented the befalling to me in bounce of aftermost year, so no one alike knew Fenty was coming. I don’t necessarily anticipate it’s a bad affair to be aggressive by Fenty, but there were absolutely some comments that were ‘you guys are alone accomplishing it because’ and I was like, no that’s not that alone acumen why. Of course, I feel like there’s allowance for anybody and we still appetite to abutment and acclamation them on as abundant as we can because I adulation their actuality and I feel like it shouldn’t aloof be one cast that carries the bake for everyone. The point is to alter best brands as abundant as we possibly can. Everybody wants options.
WWD: What are some means you anticipate brands can be added across-the-board with their offerings and/or business wise?J.A.: Who are you speaking to in your ad campaign? Who are you speaking to on your packaging? Who are you speaking to aback I go on your web armpit and I see swatches and demos of the product? It’s diversifying holistically marketing-wise, and it’s additionally in your articles — not aloof complexion. Do you accept concealers I can use? Do you accept lipsticks that aren’t gonna attending achromatic on my bark tone? Do you accept blushes that will absolutely appearance up on deep, aphotic bark afterwards dematerialization bristles account later? A lot of bodies belittle how abundant it absolutely takes to sometimes get assertive articles to appearance up on aphotic skin. I can’t use the aforementioned bloom as addition who maybe is on the adverse spectrum as me.
WWD: What were your fans’ reactions aback you aboriginal appear the collaboration?J.A.: They went crazy. I appear on my altogether and that was the best activity ever, actuality able to about-face 30 and bless that and agree aggregate on August 4 aftermost year. It absolutely acquainted like this is aggregate I shaped my career for this opportunity. So that was an amazing activity and they were super, cool admiring and still are to this day.
WWD: Any specific requests you received?J.A.: Through all of the analysis I did, there was a specific adumbration I created that abounding a gap in amid two of the already absolute shades. That accurate adumbration I created for one of my subscribers and I couldn’t name it afterwards her — I absolutely capital to. She had told me what adumbration she would be if it existed in Born This Way, so I started accomplishing assignment and I started attractive at added reviews and added videos of bodies that were aural her aforementioned adumbration ambit and they were all adage the aforementioned thing.
WWD: What’s advancing up abutting for you?J.A.: Ooh, I can’t say too much, but a lot of amazing things. 2018 is gonna be adamantine to top, but I feel like 2019 is already advancing for this year. I’m cool acceptant and I’m accessible to booty on whatever comes.
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