Our mission is to redefine the standard of beauty

to match the full range of diversity in everyone's skin.

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Our Story

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 and Black activist mother, 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 NUDEMETERβ„’ -- proprietary computer vision technology that algorithmically matches a user's skin tone to fashion online. By making it easy for women to find makeup, lingerie, hosiery, footwear and more that match their unique complexion, Atima and Nyalia endeavor to help everyone love the skin they're in. 


Our Team