Our mission is to redefine the standard of beauty to match the full range of diversity in women's skin.

Women come in a wide range of beautiful skin tones.

They all deserve products that match their unique hue and meet their needs.


We were founded at Harvard Business School by graduates Atima Lui and Nancy Madrid. As daughters of Sudanese and Mexican immigrants, the pair bonded over not meeting the conventional standards of beauty and the pain associated with it. So in January 2016 they decided to challenge these standards beginning with items labeled the color "nude" in fashion, which do not match 84% of the global population. By making it easy for women to find lingerie, hosiery, footwear and more that match their specific complexion, Nancy and Atima's dream is to help women love the skin they're in. 


Visit our Press Page to learn more.