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 Atima Lui. Atima grew up in Topeka, Kansas, and as the dark-skinned daughter of a Sudanese refugee, Atima understood at an early age that her complexion did not meet the conventional standards of beauty. So in January 2016 she decided to challenge these standards, starting 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, Atima's dream is to help women love the skin they're in.
