Nothing can skyrocket your brand to new heights like social media—and Anastasia Beverly Hills is the perfect example of the power of digital. The once-niche brand has grown exponentially due in large part to social media–savvy marketing, and to thanks its online fans, the brand dedicated its newest product to its 14.2 million (and counting) Instagram followers. Meet the new Subculture eye-shadow palette, so-called because the brand describes its social media following as a subculture where makeup lovers have united since 2012. Consisting of everything from neutral sand and gray tones to bright yellow and deep purple hues, the palette is the perfect color scheme to transition you from summer to fall. And it’s launching a lot sooner than we expected: You can snag the 14-pan palette and included dual-ended brush on July 25 at anastasiabeverlyhills.com. Take a look at all the magnificent shades—displayed on three different skin tones—below.