True Shade Cosmetics
While studying in Sweden and Finland, Founder of True Shade Cosmetics, Dianne Plummer, was unable to find makeup that offered the ideal coverage without irritating her sensitive skin and eczema. She would have to wait until she came home to Jamaica or vacationed in a country with a large black population to purchase the right products. When her last bottle of foundation fell to the ground, she was totally frustrated and decided to use her background in Chemical Engineering to create her own make up.
True Shade Cosmetics is Jamaica’s first natural makeup line and was launched in 2014. It is a high quality line of products that uses natural minerals and local ingredients to create a potpourri of 23 make up shade variations, bronzers, blush and other products that match the many shades of the Caribbean woman. As a natural product, True Shade works well for those with sensitive skin and eczema. The company also has the capacity to develop custom shades of makeup for clients who have hyperpigmentation and other skin conditions. These factors make True Shade the ideal brand for Jamaican women, and also women in the Caribbean and its diaspora.
True Shade Cosmetics is well-poised for growth. The current aim is to get the product into more locations and into more hands. Dianne is already sending samples to other Caribbean islands and targeting specific industries, like film and television. They are actively participating in beauty expos, pop up shops, fundraising events, fashion shows and offer internships and product samples to students who study cosmetology in the corporate area. Dianne is currently focusing on brand awareness and development, which will lead to higher product demand and an improved brand identity.