NYX Cosmetics has become the latest beauty brand to go big when it comes to foundation.
The cruelty-free makeup label is launching a brand new foundation, dubbed “Can’t Stop Won’t Stop,” in an extensive 45 shades, as reported by Allure. The series is set to launch on August 16.
The foundation, which was developed in collaboration with the beauty influencer Alissa Ashley, promises 24-hour coverage and comes with a precise decimal labelling system that allows shoppers to choose both the perfect shade and undertone for their complexions.
“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,” Ashley told Allure. “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.”
NYX is the latest in a string of beauty brands to focus on offering a nuanced, extensive range of foundations to beauty fans. Last month saw TooFaced expand its shade range, thanks to a long-awaited collaboration with blogger and influencer Jackie Aina, while labels such as Fenty Beauty by Rihanna, Huda Beauty, Maybelline, and Neutrogena have also raised the bar over the past year, either by increasing their existing product shade ranges or introducing new offerings.