Every Foundation Shade Deserves Its Own Bottle

Foundation is the one role in makeup that’s easiest to “overlook,” yet the hardest to forgive when it goes wrong.

When we created this foundation, we followed a line of thinking similar to Huda Beauty’s: first accept that the world is multicolored, then design the formula. So the shade range doesn’t start from “1, 2, 3,” it starts from people: cool fair tones in Northern Europe, olive skin around the Mediterranean, golden browns from the Arabian Peninsula, deep chocolate tones from sub-Saharan Africa… We kept adjusting undertones and depth, not to drag everyone toward a single “ideal skin tone,” but to get as close as possible to each real piece of skin.

In texture, it’s a very “modern” foundation: fluid enough to glide on like a second skin, with coverage that you can build up. We tested it extensively on oily and dry skin, in different climates, just to make sure it wouldn’t feel out of place in cities as different as Paris, Lagos, Dubai, and Berlin.

Now that we do have the ability to create enough shades, the real question is: are we willing to admit that every skin tone deserves its own bottle, instead of “borrowing half” of someone else’s?

Of course, we’re still far from perfect. But if your brand is looking for a factory that can help you create a truly wide range of colors, we’d be more than happy to work with you.