And department store to trump all department stores - Target - has also caught on.
The company have added eight additional makeup brands to their shelves, and people are absolutely loving the diversity!
There will be more than 150 new products in store, which cater to all skin tones, especially medium to dark skin.
The new brands include: Coloured Raine, EveryHue Beauty, Haley’s, Hue Noir, The Lip Bar, Reina Rebelde, Makeup Geek and Violet Voss, which was only available online until now.
Products include lipstick, eyeshadow, highlighter, blush, bronzer, concealer, and, of course, foundation. 60 SHADES OF IT.
The makeup they've taken on board is currently available online, and won't hit shelves until May 20th.
