Boi-ing Cakeless Concealers

What color is nude? In reality, it’s whatever skin you’re in, but most cosmetics brands have historically used the term for light
skin tones. When Benefit asked me to rename their classic Cakeless shades, I saw an opportunity to challenge that norm.
I developed an inclusive naming system that replaced generic shade labels with empowering, feel-good phrases.
Now, these concealers offer consumers more than coverage. With every application, users see words of affirmation.