Our founder and CEO, Atima Lui, was featured in the 2018 FedEx Young Innovator List. This selective list includes 21 people, places and ideas chosen based on how their innovations and increased connectivity are shaping the future and fueling change. FedEx highlighted Atima as a woman who “who turned down a top Silicon Valley job after graduating from Harvard Business School to found a company based largely on improving the confidence of women of color.”

The FYI list showcased how today’s innovators prioritize social good and infuse a greater purpose in their work. When it comes to NUDEST, Atima consistently emphasizes that true inclusivity in the beauty industry is when fair to rich skin tones are all well-represented. The NUDEMETER is a product of that goal and the inspiration behind our company’s launch. The technology color matches anyone to their shade of nude in foundation and concealer. Currently, 84 percent of the global population does not match the traditional shade of “nude.”

In FedEx’s Access Magazine feature article, Atima details how NUDEST began and what is next for the company. One of the most exciting prospects: working with Coty, the third largest beauty company in the world. It will give NUDEST the opportunity to further incubate our technology into the array of brands they work with, including COVERGIRL and OPI.