AllOfUs Cosmetics joined our family this past August, becoming the first start-up to set up shop with Allmost - a unique and enriching addition to our collaborative home. We hope and pray that AllOfUs Cosmetics is the future of makeup; creating inclusive technology that integrates seamlessly with products from existing lines and helps consumers find their perfect shade.
AllOfUs is entirely female run, which is radical in the start up world, especially for a company that is fueled by technical engineering. The brains behind the company is CEO Christina Wang, CCO Anndrea “Dre” Nelson, and Director of Brand Experience Kym Rock who first met at UCLA’s Anderson Business School. Neither Christina nor Dre consider themselves to be “beauty junkies” but, they feel that the makeup industry as it stands is sadly lacking in inclusivity and understand the extreme importance of this issue.
Currently juggling her MBA along with her demanding day job, Christina came up with the idea for AllOfUs when she was unable to find a high quality liquid foundation in her shade for a job interview. Ironically, it seemed that the lower end brands did have options that were close to her shade, but she wanted to make it possible for folks of any shade, with every undertone, to find their perfect match at any price point.
Most brands carry between 20 and 30 foundation shades, but higher end lines can come in at closer to 10. Few brands offer enough variety in shade and undertone to perfectly match anyone’s skin, let alone everyone’s - often leaving the job of mixing shades to the consumer. This becomes especially challenging for women of color, as many brands carry only one or two options darker than “medium deep”, and these shades often have the same undertone. While it can be challenging to keep a foundation formula consistent across a wide spectrum of colors, it’s unacceptable and exclusionary that so many brands focus their research and development on fair and medium skin tones. AllOfUs believes that it is necessary and possible to have perfect coverage and beautiful formulas for all colors through clever engineering.
At it’s core, AllOfUs’ technology is a Photo Booth with controlled lighting paired with a matching algorithm and mixing mechanism. Using the algorithm designed by Wang, the camera is able to find your perfect shade from specific points on the face. From this selection, the machine runs your unique color profile through a database and mixes the perfect foundation shade, just for you. The process for finding your perfect shade seems simple but the technology behind the process is incredibly complex. The mixing mechanism in the AllOfUs booth is company owned engineering, just like Christina’s matching algorithm. It took two weekends of trial and error to get one of the pumps in the mechanism to work. AllOfUs Cosmetics uses six colors per brand, and currently uses MAC, Bobbi Brown, Smashbox, and Urban Decay.
AllOfUs believes that it is necessary and possible to have perfect coverage and beautiful formulas for all colors through clever engineering.
In the future, they see their own brand of liquid foundation being mixed from AllOfUs Cosmetics booths across the nation, but for now the focus is on offering brands that customers already love. We see brand partnerships with AllOfUs being a powerful tool; pointing out the limitations of current offerings in real time, and demonstrating the true diversity of human skin.
Partnership with existing brands is not only a powerful teaching tool, but it also provides excellent marketing for both partners, allowing customers to experiment with new brands and products without the risk of purchasing a shade that won’t work for them. From the brand side, partnership with AllOfUs could actually save dollars while simultaneously making their makeup lines more inclusive and accessible to a wider range of customers. In the industry today, major beauty brands often simply can’t afford to stock for everyone. Formulation aside, minimum orders are very high, which makes stocking less common shades incredibly challenging because they probably won’t be bought out. Thus, the technology that AllOfUs has created to forward inclusivity in the makeup industry is revolutionary.
2018 is going to be a pivotal year of growth for AllOfUs Cosmetics. They know like we know that people are ready to buy their product, and that their technology offers a road to the inclusivity that so many brands desperately need. Imagine if Tarte had released their controversial Shape Tape Foundation line in partnership with AllOfUs - offering endless possibilities instead of the shockingly limiting 15 they launched with. It is refreshing to see the beauty community finally up in arms over this issue, and we feel humbled and inspired to house a fierce start up that is actually out here with solutions. So, keep your eyes peeled for AllOfUs Cosmetic’s booth later this year.
If you have anything to offer by way of social media outreach, influencer marketing or brand partnerships, please do not hesitate to get in touch. AllOfUs Cosmetics is currently housed in our beautiful studio space, offering up transcendent natural lighting and about a thousand adorable backdrops for the ‘gram. They’re taking meetings and consultations right now, and they would love to hear from you. Come in, get your shade and help us show the beauty industry what inclusivity looks like.