It all began with two friends complaining about lipstick over a glass of wine. K.J. Miller and Amanda E. Johnson, two Harvard Business School graduates, were sharing the experience of struggling to find a nude lipstick shade that worked with their skin tone.

Four years later, their premium beauty brand, Mented (short for “pigmented”), has become one of the fastest growing D2C brands in the world by centering their business around skin tones that are too often underserved. Quite simply, Mented believes that when it comes to beauty, no one should be treated like an afterthought. As Miller and Johnson put it, “We believe everyone should be able to find themselves in the world of beauty, and we create products that work across skin tones.”

Since their founding in 2017, Mented has carved out a distinct niche and built a loyal customer base, thanks to one-of-a-kind signature offerings like their nude lipsticks, eyeshadow palettes, and blushes. Their online store is outfitted to help shoppers find exactly the products for them: the Shade Finder section helps customers pinpoint the ideal match for their skin tone, with the help of a color selection tool and a 60-second quiz – check out their Foundation Quiz and Nude Lipstick Quiz if you’re on the hunt for something new. Mented’s team also helps consumers shop smarter with a comprehensive Gift Guide pointing customers toward special deals.

Along with these resources, Mented maintains a comprehensive blog—The Ment—which aims to help their customer base optimize their beauty habits. Their YouTube channel is both helpful and highly addictive, featuring makeup tutorials from experts and influencers. There are also detailed articles breaking down looks that are perfect for different holiday occasions, offering recommendations about improving your cosmetics routines, and giving tips for filling out your makeup collection.

Mented’s focus on inclusivity in the cosmetics industry and community-minded approach has gained them plenty of positive press and accolades. They were named one of makeup experts Into the Gloss’ Top 25 brands of 2020 and recognized in Refinery29’s Beauty Innovator Awards for their Liquid Lip Sangria Collection. USA Today, The Grio, and other major publications have noted them as an essential BIPOC-owned business to support during the pandemic.

Visit Mented’s site today to see what all the hype is about and track down chic, singular new products that will meet your skin on its own terms. When you’re ready to check out, try using Amazon Pay for a fast and easy shopping experience.

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