Popular beauty influencer, founder and CEO Huda Kattan, is well on her way to transforming the "nude" eyeshadow palettes of yesterday.
Her latest launch features new Huda Beauty limited-edition Nude Obsessions Eyeshadow Palettes, which keep a wide range of diverse skin tones top of mind.
"Creating a bespoke nude palette for every single skin tone would be almost impossible but we wanted to take a step in that direction," Kattan told "Good Morning America."
She continued, "Our Nude Obsession palettes are a way for us to offer people variety and to let everyone know that we know not all nudes look the same on everyone. We wanted everyone to define their own nude without us telling them that nude shadow was a one size fits all."
The new collection includes three palettes in Light, Medium and Rich that feature a rich mix of nine matte and shimmery shades that all fall somewhere within a neutral category of hues.
"My nude is not the same as your nude and I'm aware of that and sensitive to it," said Kattan in a statement. "So, we approached eyeshadow with this in mind, to prove we understand it and we're doing something about it beyond complexion."
When rewinding back to the process of creating these shades, Kattan admitted it wasn't easy because she understood the importance of getting the shades just right.
"Creating these palettes came with a lot of testing on many different skin tones with various undertones," Kattan explained. "We had to be sure that no matter what we released we covered everyone. We didn't just create these because they look nice, we created these with purpose and we're really excited to be giving everyone the diversity they deserve in a nude palette."
This isn't Huda Beauty's first go-around with nudes, and the brand's previously released The New Nude eyeshadow palette continues to receive rave reviews and be one of the most sought-after on the market.
What makes the new palette different is not only that it's easier to travel with, but it also disrupts the thought of the shades being called "universal."
"We thought it was important to give people more nudes to pick and choose from so they could define their own nude without us telling them what 'works for everyone,'" she added.
The new shades are highly pigmented and retail for $29. Kattan's favorite happens to be the Medium palette. It includes rich chestnut, deep brown and metallic shimmer in addition to gorgeous golds and dusty pinks.
"I think we look at inclusivity from a true 360 perspective," Kattan said. "We are inclusive at every step of the way, from our company culture to the content we create to the content creators that we support all the way to the products that we're developing and selling."
"It's important to naturally feel inclined to be inclusive and not to think of inclusivity and diversity as boxes that need to be checked," she adds. "For us, it's not like that. It's never an afterthought or something that feels overly forced either. It's just ingrained in us to be representative, warm, inclusive and kind."