Call it the “Fenty Effect.” Lower priced brands are finally getting into the diverse shade range game, with ColourPop being the latest brand to get on board.

The affordable beauty outfit recently launched its “No Filter Foundation” collection, which boasts 42 shades. This new release comes soon after ColourPop doubled the options for its “No Filter Concealers.”

The “No Filter Foundation,” which is priced at $12, is already garnering rave reviews.

Try it for yourself at ColourPop.