PS: You have a very diverse following. What does that mean to you when creating products?
HK: A lot of brands have done a good job with shade matching. Still, if you're either very fair or very rich in tone, you really don't have many choices. It was actually super emotional for me and my team because we thought, "It's not fair that if you're at extreme ends of the spectrum, you can't be part of the beauty process to some extent."
It was very frustrating for me, so we really worked hard to appeal to all skin tones. I know our darkest shade is darker than anything I've seen. Our fair is definitely very, very fair. It's scary in that we don't know how many people will come to us for foundation being that we're a small brand, but the belief is that, once they try it, they'll be obsessed with it.
