Beauty brands collaborating with vloggers and Instagram influencers is a common trend these days. Iconic drugstore brand Maybelline, however, has strayed from the pack for the entirety of its 100 year existence, never once collaborating on a product. But that’s about to change. Maybelline has teamed up with beauty influencer Makeup Shayla for it’s first ever product collab.
But the announcement isn’t only important because Shayla is self-made boss. Shayla is also a boundary-breaking woman of color in a white-dominated beauty industry — and it’s time to take note.
Too many beauty brands lack diversity in products and influencer representation, often hiring white celebs or models as their ambassadors. Maybelline’s partnership with Shayla, however, allows girls of color to see themselves in the mainstream beauty industry — and to shop a collection designed with them in mind.
In the brand’s Instagram video revealing the partnership, Maybelline stated the company “couldn’t think of a better person than makeupshayla, a self-made boss who has built herself an inspiring career and empowered millions. Stay tuned to see what we’ve been working on together over the last year!”
I can’t disagree. Not only is Makeup Shayla a straight-up, strut-your-stuff stunner but she is also a major source of inspo.
With over two million Insta followers and an audience that pays close attention to her posts and endorsements, Shayla’s sphere of influence is major. I’m stoked that Maybelline realized that. And you should be, too.
Among all the high-end and drugstore foundations, Maybelline New York’s Fit Me! Matte + Poreless Foundation stands out as a favorite. Beauty bloggers and consumers alike go crazy for the oil-free product that blurs the skin and creates a natural-looking matte finish. But just like with most foundations, it’s hard for some people to find their perfect match. Though Maybelline has always had a decent shade range, those with yellow undertones or those whose match would be in between two shades struggle to find their perfect hue. But all of that just changed.
This weekend, Maybelline announced via Instagram that it’s expanding the Fit Me! Matte + Poreless Foundation by 16 (!) shades. The caption reads: “We’re constantly working to expand fan favorite, fit me! foundation’s shade range so that more babellines can find their perfect fit. We’re happy to launch sixteen NEW shades to the matte + poreless collection all swatched here! You can get them online in the US at any of our retailers or in Walmart stores.”
Fans are freaking out over this news. Comments range from “Gatdammit COME THRU MAYBELLINE!!!!!! I SEE MY SHADE ALREADY! IM DEFINITELY ORDERING IT. THANK YOU FOR SHOW THE MELANIN SOME LOVE!!!” to “Omg I spy something that actually looks pale.”
This isn’t the first foundation shade range Maybelline has expanded. Last October, it added 16 colors to the Super Stay Better Skin Foundation. If you have skin that’s on the drier side, this is the face product for you.
Shop the Maybelline New York Fit Me! Matte + Poreless Foundation now for only $5.94 on walmart.com and most drugstores.
Wonder Woman is a movie sensation that is truly taking the world by storm. It is, in many ways, the first story of its kind. A story which features an independent female hero who is respected and taken seriously while also being strong and beautiful. So it’s no real surprise why audiences have responded to this movie the way they have.
And if you’re one of the many avid Wonder Woman fans out there, you’ll be beyond excited to hear that there is a Wonder Woman inspired makeup line coming soon.
The line has been created by Maybelline and according to Makeup World News, the line will include matte liquid lipsticks, nailpolishes and a special edition Colossal Big Shot mascara.
At this stage not too much information is available. But we’re expecting to see the line available in stores soon, before the movie hype dies down. We’re also expecting that Australian customers will be able to buy this line for the usual Maybelline stockists like Priceline.