Marc Jacobs Beauty Instagram

Diversity in the beauty industry has been on the way, way up lately, especially with Fenty Beauty’s 40-shade foundation line and Fenty Beauty’s general domination of things beauty/inclusive.  Now, Marc Jacobs’s new ‘Shameless’ collection is continuing to change the game, which is especially promising after their 2015 misstep of having a “full cover” foundation collection that featured multiple shades of beige and only three bases for women of color.

The number defining the collection is 29 — 29 foundation shades, 29 models of various ethnicities modeling the shades, and even a 2/9 release date. Model and founder of Gurls Talk Adwoa Aboah is the new face of the campaign, joining the ranks of former MJ beauty ambassadors like Winona Ryder and Kaia Gerber.

The foundation offers medium-coverage with a buildable option to full-coverage, and it will retail for $49. A small perk: It also features SPF 25 and promises to deliver invisible sun protection. Beauty heads are also very excited about the foundation’s “self-setting” finish, which means that built-in setting powder is in the formula.

In the comments section, the Marc Jacobs team said that “Shameless is great for dry skin because the formula is very hydrating. It contains snow mushroom, nature’s dupe for hyaluronic acid.” The photos of the campaign’s models and what the collection’s inclusivity means to them are a stunning read.

The collection will be available February 9 on and, and in-store February 23.

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