Journal

Don’t Buy Every Shade.

September 19, 2026 5 min read Shahd

Yes, we said it. We’d rather help you find the one that feels like you.

A Note From Shahd · SHADE Journal

I realise that’s a slightly strange thing for the founder of a makeup brand to tell you.

I’m supposed to convince you that you need everything, right?

I don’t think you do.

I would rather you find one SHADE that you become obsessed with than buy five colours that sit beautifully in your makeup drawer and never leave it.

Because that’s not why I created them.

I WANT YOU TO FIND YOURS.

When I started creating these colours, I wasn’t trying to make five versions of the same nude so you’d feel like you had to collect them all.

I kept thinking about something much more personal:

Why does one colour suddenly feel right on one woman?

Her skin.

Her undertone.

Her natural lip pigmentation.

Her features.

Her style.

Even her personality.

A colour can look completely different when another woman wears it.

And honestly?

That’s the interesting part.

SOMETIMES I’LL ACTUALLY TELL YOU NOT TO CHOOSE ONE.

If you ask us:

“Which SHADE do you think suits me?”

I don’t want our answer to automatically be:

“They all look amazing on you! ”

That’s not particularly helpful.

If I genuinely think another one works better, I’d rather tell you:

“No. Try this one. I think this is more you.”

That’s how I am with my friends.

And that’s how I want this brand to feel with you.

Not like someone standing behind a counter trying to put another product in your bag.

More like the friend beside you saying:

“Wait. Try this.”

BECAUSE I’VE BEEN THE CUSTOMER TOO.

I’ve bought the lipstick everybody was talking about.

I’ve ordered the product that looked incredible online.

I’ve stood in front of endless shades thinking:

Almost.

Too beige.

Too pink.

Too light.

Too dark.

Beautiful colour, wrong formula.

Amazing formula, wrong colour.

And I’ve bought things because I thought I was supposed to love them.

Then barely touched them again.

So when I started SHADE BY SHAHD, I didn’t want to create more products just to give you more products.

I WANTED TO CREATE BETTER REASONS TO CHOOSE THEM.

FIVE SHADES DON’T HAVE TO MEAN FIVE PURCHASES.

They mean possibilities.

Maybe Pink Nude is completely you.

Maybe Nude becomes the one living permanently in your handbag.

Maybe Coral Nude does something to your face that you didn’t expect.

Maybe you don’t wear Dark Brown Nude alone at all — but suddenly can’t do your lip combination without it.

Maybe Light Nude becomes the little touch you add to the centre of everything.

That’s why some of our shades are heroes and others are designed to transform.

One can become two.

Two can become something completely yours.

Makeup should give you possibilities — not pressure.

AND YES, WE’LL SHOW YOU THE REAL COLOUR.

We’re going to do everything we can to help you choose before you buy.

Real swatches.

Real product use.

Different complexions.

Detailed shade descriptions.

Natural lip pigmentation.

Combinations.

And our virtual try-on experience, so you can explore the colours on yourself before deciding.

Screenshot them.

Send them to your friends.

Ask:

“WHICH ONE IS MY SHADE?”

Because choosing it should be part of the fun.

BUT I’LL NEVER PRETEND A SCREEN KNOWS YOU PERFECTLY.

Lighting changes colour.

Screens change colour.

Your natural lips change colour.

Your undertone matters.

And we aren’t standing beside you in person.

So if you’re confused—

ask us.

Tell us what you normally wear.

Tell us what always goes wrong with nude lipstick for you.

Show us what you’re choosing between.

We’ll give you as much honest guidance as we can.

I would rather help you choose one correctly than convince you to order three because we’re afraid to tell you what we actually think.

AND THEN… BREAK ALL OF OUR ADVICE IF YOU WANT.

Because after all of this talk about finding the “right” SHADE, here’s the other thing I believe:

You don’t need permission to wear a colour.

If Dark Brown Nude technically isn’t the colour someone would choose for you but you put it on and feel incredible—

wear it.

If Coral Nude isn’t what you normally choose but suddenly you’re obsessed—

that’s your answer.

If you want Light Nude in the morning and a completely sculpted brown lip at midnight—

perfect.

We’re here to give you information.

Not rules.

YOUR SHADE IS THE ONE YOU KEEP REACHING FOR.

Not necessarily the one a trend tells you to buy.

Not the one with the most likes.

Not the one everybody else is wearing.

The one you put on without thinking.

The one that works with your face.

Your clothes.

Your mood.

Your life.

The one that eventually stops feeling like a lipstick you bought and starts feeling like:

“That’s my colour.”

That’s what I want to create.

So no—