Any color you want. We will design.
Custom colors made for you
01Process
Describe your dream color, for lips, eyes, face, or anything. We custom-formulate it. It arrives at your door.
Tell us the color you're imagining. For lips, eyes, face, any makeup need. A memory, a mood, a hex code. There are no wrong answers.
Our artisans formulate your exact shade using premium ingredients. Every batch is made fresh, just for you.
Your custom shade ships directly from our lab. Try it, love it, or tell us how to make it even more you.
02Collection
Your signature shade starts here. Eyeshadow, foundation, palettes, coming next. This is just the beginning.
Your dream shade, custom blended
$18-$25
Try 3 custom shades, keep your favorite
$55
Sample size, test before you commit
$10
03Philosophy
Makeup rules? We don't do those anymore. This isn't about covering up, it's about showing up. Bold or minimal. Soft or unapologetic. Your face, your mood, your moment. Beauty doesn't have an age limit, and it definitely doesn't ask for permission.
10 Million Shades Wear it your way
If you can imagine the color, for lips, eyes, face, palettes, or anything, we can make it. That's the promise. That's the brand. That's the revolution.
04Beliefs
No rules. No limits. Just your color, your way.
Not 50 shades. Not 500. Every single color that exists, and some that don't.
Mass production is out. Custom formulation is in. Your shade exists because you imagined it.
US-made, small-batch, clean ingredients. Custom doesn't mean compromised.
Wear what you want. Be who you are. Makeup is self-expression, not conformity.
05Questions
The details you want before you join the list.
Tell us the color you are imagining. A memory, a mood, a hex code, a swatch you found once and lost. Our colorists translate it into a precise formula, and our lab blends your shade fresh to order. No wrong answers, ever.
Premium, clean ingredients, formulated in small batches in the USA. Custom does not mean compromised. Your shade is made fresh for you, not pulled from a warehouse.
Custom lip color runs $18 to $25. A Shade Discovery Set is $55 for three custom shades. A Trial Shade is $10, so you can test before you commit. Early access members get exclusive launch pricing.
Your order ships from our lab once it is blended and cured, made to order. Shipping windows, rates, and tracking details will be announced at launch. Early access members hear first.
Tell us how to make it more you. We will refine the formula until it is right. If it is simply not the shade for you, our return process makes it easy to send it back. No rules, no friction.
Launch is coming soon. Join the waitlist for early access, exclusive pricing, and a free trial shade. The list is the fastest way in.
Be First
Be the first to know when we launch. Early supporters get exclusive pricing and a free trial shade.
