Boi-ing Cakeless Concealers

What color is nude? In reality, it’s the color of whatever skin you’re in—but most cosmetics companies
label only lighter shades this way. When Benefit asked me to rename their classic Cakeless shades, I saw an
opportunity to make a big change and went to work thinking up inspirational phrases to replace the standard hues.
These inclusive, feel-good shade names now give consumers a pep talk every time they put on their concealer.