Established in January 2007, the company provides powder, foundation, eye shadow, blush, lipstick and other cosmetic products in a spectrum of colors tailored for people with darker skin tones. MissionThe fundamental idea behind the company is that people of color have cosmetic needs that differ from the color palettes available to individuals with lighter skin tone. the company addresses this lacuna and targets an untouched market. the company produces markets and sells cosmetics for people of color worldwide, and makes quality products available at an affordable price.