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. 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," told Ashley. "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."
MOOOOD I’m sooo unbelievably happy to announce that I’ve collaborated with @nyxcosmetics on their new Can’t Stop Won’t Stop Foundation which will be available in FORTY FIVE shades that I helped develop!!!!! To think that my first time ever working with NYX was as a model in a foundation campaign to now helping them with a foundation shade range which you guys know I’m so passionate about has me wanting to cry. Talk about full circle. I’m so happy and I can’t wait for you guys to try it! (Wearing it in this photo)
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.