(in)visible
Current skin tone scales used by cosmetic brands for developing products don’t cover the full range of human skin tones. This problem disproportionately affects Black people and people of colour.
(in)visible was borne out of an effort to remedy this problem by creating a scientifically developed 85 shade scale to represent the full range of human skin tones, providing brands with an existing reference point and eventually developing the most truly inclusive range of foundation and skin complexion products ever.
Layered blurred shapes are a core element to the (in)visible brand, and come to life on the website where animated elements shift in and out of view while the user scrolls.
The colour palette embraces the beauty of diversity and represents a range of skin tones.
Interactive elements help visualise the current limitations in existing skin reference tools. Users can click through to better understand the problem that (in)visible solves.
Seeking to build upon the skin tone scale, (in)visible developed technology to help users identify their perfect shade reference by uploading an image of their skin directly from their phone. Cosmetic packaging mockups represent the aspiration of (in)visible to create the most diverse skincare range ever based on their extensive skin tone scale.