A new online beauty destination designed for women of colour has launched at www.flawlessshades.com.

The UK online make-up and skin care retailer for darker skin tones has an ethos of inclusive beauty, combining product knowledge, consumer research and meaningful collaboration to bridge the gap in today’s global beauty and cosmetics market.

Setting out with a goal to offer a greater choice of products without compromising on quality or price, Flawless Shades brings together a curated line-up of tried and tested, UK and international cult products with smaller, innovative brands that cater to people of colour.

Flawless Shades has created the FS Collective, an expert panel combining talented beauty bloggers, make-up artists and online beauty influencers, to assist with brand selection, testing and reviews, in order to provide the best possible experience for its consumers. The site also includes tutorials, beauty news, reviews and exclusive discounts.