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.


Our Story

We were founded at Harvard Business School by Atima Lui in January 2016 during her final semester as an MBA student. Atima grew up in Topeka, Kansas, and as the dark-skinned daughter of a Sudanese refugee, she understood at an early age how her complexion did not meet the conventional standards of beauty. She decided to challenge these standards, beginning with fashion items labeled the color "nude," which do not match 84% of the global population.

With the help of her brother and software engineer Nyalia Lui, NUDEST launched NUDEMETER™ -- proprietary computer vision technology that algorithmically matches a user's skin tone to fashion online. By making it easy for women to find lingerie, hosiery, footwear and more that match their unique complexion, Atima and Nyalia endeavor to help everyone love the skin they're in.  


Our Team

Atima Lui is passionately leading the charge to redefine the standard to beauty to include women of all skin tones as the Founder and CEO of NUDEST. Named one of Shopper Marketing Magazine's "People to Watch" in 2013, Atima led the digital brand marketing initiatives at Walmart US before graduating from Harvard Business School in 2016. She has experience working for Google, YouTube and Apple in online ad sales, product marketing, and media roles. She earned her BSBA from Washington University in St. Louis where she started a full-service hair, nail and tanning salon targeted toward multicultural customers while triple majoring in International Business, Marketing and Spanish.

Nyalia Lui is a PhD Student at Indiana University-Purdue University Institute (IUPUI) studying Software Engineering. He is interested in generalizing low level computing details into abstract user-friendly software. Nyalia's preliminary research is on developing software for parallel computing platforms. In July of 2016, Nyalia built and launched the first version of NUDEST’s skin tone matching algorithm called NUDEMETER™, which fashion news source Who What Wear named a “game changer.” Nyalia continues to lead the development roadmap for the company’s patent-pending technology. Prior to pursuing his PhD, Nyalia graduated Phi Beta Kappa with Magna Cum Laude in May 2016 from Morehouse College in Atlanta, Georgia where he majored in Computer Science and minored in Mathematics and Bioinformatics. Nyalia worked as an Undergraduate Student Researcher in Dr. Chung Ng’s Computer Science Lab and served as the President of the Morehouse Computer Science Club.  

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