The shade engineered to make your smile look brighter — instantly.
Most lip colors are chosen by trend. This one was chosen by science.
Founding Pink, Shade 01 is a cool toned baby pink formulated with Smile Contrast Pigments™ — our proprietary blend that optically neutralizes the yellow undertones in tooth enamel for a visibly brighter smile the moment you apply it.
No whitening. No strips. No sensitivity. Just smart color doing what smart color does.
THE DETAILS: Shade: Cool baby pink Finish: Sheer and buildable Effect: Smile Contrast Pigments™ optically neutralize yellow enamel undertones Conditioned with: Vitamin E for soft healthy lips Developed by: A licensed dental hygienist and makeup artist
WHY IT WORKS: Tooth enamel has natural warm yellow undertones. Most lip colors sit in the same warm color family making those undertones more visible. Founding Pink is formulated with Smile Contrast Pigments™ that create contrast against warm enamel making your teeth look naturally brighter without changing a single thing about them.
Your dental hygienist just became your makeup artist.
THE SAMPLE KIT: Not ready to commit to full size? Try the Founding Pink Dual Sample Kit — includes Shade 01 and The Barbie Edit for $19.99. See the effect for yourself first.
