It’s not just about shade ranges or product labels. It’s about power—who gets to feel seen, and who’s still fighting to be recognized.

When beauty excludes, it tells entire communities: you’re not the standard. That message echoes far beyond the mirror. It shapes confidence, belonging, and self-worth.

70% of consumers feel underrepresented in the beauty industry [^1]. And they’re not buying from brands that don’t see them. That’s not a trend. That’s a wake-up call.

But when beauty gets it right? It’s freedom. It’s someone finding their undertone, applying a bold lip, and owning every step.

At älliés, we’re not here to fit in. We’re here to change the game—with products that perform and a message that means something.

Every shade. Every identity. Every version of beauty. Represented.

[^1]: Sources: Deloitte Digital – The Rise of Inclusive Marketing (2019); Google x The Female Quotient – The Power of Inclusive Ads (2019); Statista – Representation in Beauty Industry (2021)

Here's how we show up differently:

Shade ranges made for real depth.

No more forcing two wrong shades to "get close." We start with rich undertones that actually match —and give you the tools to mix by choice, not desperation.

Gender-neutral language & visuals. Makeup is for faces, not genders. Period.

Celebrating texture, age & identity. From melasma to smile lines. We don't erase skin, we embrace it.

Real people front and center. Our campaigns feature people from our community, not retouched perfection ideals.

Education that breaks bias. Through älliés Academy, we train tomorrow's makeup artists to see all skin tones, all features, all people.

We're listening. But more importantly, we're acting.

You'll see it in our shade names.
In our creator partnerships.
In our campaigns.
In our mission to make beauty fun, safe, and empowering for everyone.

Welcome to älliés.
This is the future of beauty. And it looks like you. All of you.