WHAT WE ARE TRYING TO ACHIEVE?

Shopping for makeup shouldn’t feel like guesswork. But for too many, it does. People of colour and those with underrepresented features are often overlooked in both stores and online. Shade matching is inconsistent. Tutorials rarely reflect diverse faces. And the result? Confusion, frustration, and over $2 billion in wasted product annually in the U.S. alone. The system is broken. We're here to build the fix.