“Big brands often lack the understanding of what consumers really want,” says Farah Naz. Founded by Farah Naz – formerly a biochemist at Imperial College, London – the company came to the market in 2013 with a of line foundation cream products aimed at women with olive skin tones. A Response To FrustrationAs Naz explains, the inspiration for the company was the simple fact that she herself was experiencing difficulty in buying appropriate foundation products. Naz acknowledges that foundation products were available, but as the market was seen as specialist rather than mainstream they were priced at a premium. “We shunned the standard available pigments used by brands and started from scratch, focusing on yellow/golden pigments that micro matched olive skin tones,” she says.

Source: Forbes January 13, 2017 14:54 UTC