Uoma Beauty thinks there’s more to customizing beauty products for diverse buyers than having lots of shades.

Uoma Beauty thinks there’s more to customizing beauty products for diverse buyers than having lots of shades. That’s why their foundation doesn’t just come in 51 shades. Instead, it has distinct formulas for different shade ranges; for instance, those with fair skin are often more prone to redness so their makeup includes soothing micro-algae extract. The founder explains that inclusivity is “understanding it's not about 60 shades, but who are the people behind the shades, what do they want, what do they like?” (Allure)