When YouTube beauty influencer Jackie Aina was approached by Anastasia Beverly Hills’ president Claudia Soare to collaborate with the brand, she immediately knew she wanted to create an eyeshadow palette.
“There are so many different, awesome ones out there in the market, but for me, because I have dark skin, there was always something missing,” said Aina, who’s of Nigerian descent. She has more than three million YouTube subscribers and 1.2 million followers on Instagram. “I felt like I could definitely fill that void…[for] the person who is tired of having to skip those three shades that don’t work on their skin tone.”
The $45 palette launches on Anastasia Beverly Hills’ web site on Aug. 6. The day before, followers have the chance to buy it directly through Instagram, where Aina is selling a limited quantity of the item. Aug. 15 is when the palette will be sold in-store and online at U.S. retailers, and it’s available internationally the next day.
“I remember when there was a time when no one would collaborate with black influencers,” continued Aina, 32, who’s known for her bold and opinionated videos. She doesn’t shy away from bringing up social issues, for example, as she conducts her makeup tutorial “walk-throughs.” “It just wasn’t a thing to walk into a Sephora and see an influencer collaboration with someone who looks like me. There still can be a lot more change, and there can be a lot more opportunities and lanes created, but I think we’re getting there.”
She’s also known for her candid reviews of beauty products. After being invited to Kim Kardashian’s Bel-Air launch party for KKW Beauty and offering a mediocre review, fans took notice when Kardashian didn’t tag Aina — but did tag everyone else — in an Instagram post.
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Kardashian received enough backlash to tweet: “I just saw a story saying I intentionally didn’t tag @jackieaina in a pic I posted on Instagram because of a review she did about my line,” followed by, “I love that she has an opinion and I’ll take what she said and use it to better my products.”
That was about a year ago, around the same time she began working with Soare — who also goes by Norvina — on the eyeshadow palette, which features 14 of her ultimate matte and metallic shades.
“I looked at the palette in terms of color story,” Aina said, noting that her favorite is currently “Wiggalese,” a red-orange shimmery shade. “I wanted to be able to create purple looks, pink looks, neutral looks, cool toned looks, bold looks — with the help of Norvina. She definitely helped me fill in gaps.”
Source : wwd & Allure