Founding Pink - Shade 01

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 with a sheer, buildable finish — formulated around dental color theory. The shade sits opposite the natural yellow undertones in tooth enamel on the color wheel, creating contrast that makes your teeth read as visibly whiter the moment you put it on.

No whitening. No strips. No sensitivity. Just smart color doing what smart color does.

THE DETAILS: 

• Shade: Cool baby pink
• Finish: Sheer and buildable — wear it light or layer it up
• Effect: Creates contrast against enamel's natural yellow undertones
• Developed by: A licensed dental hygienist and makeup artist

WHY IT WORKS: 

Tooth enamel has natural warm, yellow undertones. Most lip colors — especially nudes and warm pinks — sit in the same warm color family, which makes those undertones more visible. Founding Pink sits in the cool family, creating contrast that makes your teeth look naturally brighter without changing a single thing about them.

Your dental hygienist just became your makeup artist.

The shade: Cool baby pink with a satin finish. Wearable every day, flattering across skin tones, and designed to let your smile do the talking.

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.