Why Shade?

A shade is more than a colour. It’s the one that stays with you.

Like your shadow, your SHADE follows you through every version of yourself — the everyday you, the dressed-up you, the confident you, the soft you, and every version still to come.

And like a best friend, your SHADE just gets you.

It complements you. It brings something out of you. It can change your mood, complete your look, give you confidence, or simply make you feel a little more like yourself.

That meaning is personal to SHADE BY SHAHD.

THESE SHADES DIDN’T BEGIN WITH A COLOUR CHART. THEY BEGAN WITH REAL WOMEN.

The first SHADE BY SHAHD colours were personally created by our founder, Shahd, and inspired by real women who became part of her story — best friends who have been beside her through different chapters of life, girls she grew with, and women she met along the way whose beauty, personality, energy or individuality left an impression on her.

Different women. Different personalities. Different skin tones. Different stories.

And somehow, each inspired a shade.

Because sometimes a person comes into your life and leaves a little colour behind.

That is what SHADE means to us.

Your colour.

Your shadow.

Your best friend.

Your story.

And just like the people who become part of us, the right shade doesn’t simply sit on you.

It feels like it belongs to you.

YOUR SHADE. YOUR STORY.

Five shades. Five filters. Three hero shades. Endless combinations.

Real women inspired them.

Real stories shaped them.

Now find the one that feels like you.

FIVE SHADES. FIVE FILTERS. ONE LIP APP™️.

YOUR SHADE GOES WHERE YOU GO.