Mented Cosmetics redefines ‘nude’ with makeup for all complexions
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Have you ever looked for the perfect nude lipstick? Amanda E. Johnson had been searching for three years when she finally vented her frustration to K.J. Miller, a friend and fellow Harvard Business School graduate.
Zeroing in on the right neutral is a notoriously tricky task — but for Johnson and Miller, both Black women, “nude” meant something different than the makeup shades typically marketed to Caucasian customers.
“That was an ‘aha’ moment for both of us,” Miller told Yahoo Life. “We realized the opportunity was much bigger than just lipstick. Ultimately neither of us felt that there was a premium brand really speaking to our beauty needs as women of color.”
The pair’s business proposition seems simple: Every woman should be able to see herself in the world of beauty, no matter her skin tone. Yet Black women have been woefully underserved by the cosmetics industry, despite the fact that more Black, Hispanic and Asian women buy cosmetics than white women do. Johnson and Miller realized that if they wanted the industry to address women of color, they had to take matters into their own hands.
Meeting the beauty needs of all
That’s how Mented was born. Short for ‘pigmented,’ the cosmetics brand includes everything from eyeshadow and blush to foundation and setting powder — and lipstick, of course — for skin tones in various shades of tan, brown, red and pink. There’s certainly no shortage of shades in the quest for your perfect match, either. Skin by Mented foundation stick, for example, is available in 16 shades — many are in medium and dark browns with various undertones, such as warm, cool and even red. It comes with a brush, too, for $30 (would be $45, sold separately).
Those who know, know. And they are grateful. As one five-star reviewer wrote: “…It really does feel light on your face, yet has full coverage. I have hyper-pigmentation on my cheek and under my right eye. I feel like I don’t need an extra concealer for this….Thanks for producing quality make up for people of color.”
If you don’t want to pay all in one go, HSN will allow you to pay in installments instead. Plus, first-time HSN shoppers can grab an extra $20 off with code HSN2022.
The founders are so passionate about making sure each and every customer identifies the most precise shade that they’ve developed a 60-second online quiz to steer you in the right direction. If that’s not enough, you can always use the Shade Comparison Guide, which compares Mented shades to those by other leading cosmetics lines that cater to women of color, such as Fenty and NARS.
In fact, Mented’s inclusive mission was originally created for women of color, but the business has grown to serve anyone who wears makeup. “We’ve evolved beyond ‘women’ to really all people searching for a makeup line that celebrates and prioritizes diversity,” Miller explained.
Make no mistake, though: Mented owns a very specific niche in the beauty category. If you’re looking for lipstick in a funky color or jewel-toned eyeshadow to make your peepers pop, you’ve come to the wrong place. “Our focus on nudes and neutrals for a broad range of skin tones is what truly sets us apart,” Miller told Yahoo Life.
The brand is determined to be the go-to for women of color looking for makeup that blends — without having to physically blend shades to get there.
Ethically made, expertly formulated
Mented products aren’t just genius, they’re also kind and gentle. All Mented cosmetics are cruelty-free, vegan, paraben-free and nontoxic. So you can feel good about investing in a line of neutrals that will become the foundation of your makeup routine…quite literally.
Don’t be surprised if Mented cosmetics become an addiction, too. Miller and Johnson may be Mented’s founders, but they’re also two of the brand’s biggest fans. They truly get it.
“I cannot live without our High Brow pencil in Brow Down, our Send Nudes gloss and Skin by Mented foundation in shade M40,” Miller told Yahoo Life. Everyone will find their own favorites.
One HSN shopper said of the three-gloss set: “I am not, repeat not a lip gloss girl. But these colors are perfect for my skin tone. They are not tacky or sticky. I actually forget it have it on until someone compliments me. Just get them. I will be buying a set for my daughter.”
For Johnson, the search for the perfect nude lipstick is over; she’s developed it herself. The COO said the shades are a “unique blend of brown and pink to enhance your multi-hued lips.” Try one of Mented’s deeper shades for $16.50 or buy a three-pack neutrals for $36 at HSN.
Want to look like you’re in soft focus? The Mented Skin Silk Loose Setting Powder is there for you. Just set it and forget it. This shine-reducing savior is currently available in two shades with a special brush for just $30.
Go ahead and browse Mented cosmetics at HSN to find your own truest shades.
The reviews quoted above reflect the most recent versions at the time of publication.
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