Brand Story

Born from a personal journey to find the right lip shade for her, the brand’s founder Madhura proudly launches a truly exceptional range of long-wear liquid lipsticks for women of colour and beyond. Being a woman of colour herself, she is determined to curate a cosmetics colour range that caters for our varying skin undertones: be it neutral, cool, olive or warm. This is married up with our skin tone which ranges from the lightest skin to the deepest of skin tones. When we find the right complementary colour, we naturally highlight our face, bring out our features and put our best pout forward.

WOC Beauty is on a powerful mission to guide women around the world who have trouble finding coloured cosmetics into an easy, empowering and fun task. For women of colour, finding coloured cosmetics still has a way to go, and although the industry itself has made big changes in the last 20 years or so, it is still a real struggle for many women.

With that, WOC commenced formulating pigments for different undertones in harmony with its topical impact on the skin to create inclusive beauty environment for diverse skinned women, and looking at the nuances of undertones, rather than just the skin shade.

The WOC Beauty ethos will always be focused on crafting colour cosmetics that are formulated based on true undertones and tested on real people with the sole and powerful aim to create universal access to all shades of cruelty-free beauty.

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