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 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.