For people that wear makeup, there can be issues finding the right foundation. Both those that are very pale (like myself) and those that are very dark skinned have trouble finding foundation in their right skin tone. Makeup companies are improving their formulas, but it is difficult to find just the right foundation that is right for your tone and right for oily or dry skin as well as being affordable and understanding of the problems at hand. I created SHADE, a company that would be all about foundation and nothing else. Visitors on the site could customize and chose the right shade just for them and right mixture for their skin needs.

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