Just B, a new cosmetics brand, just debuted with a lipstick line. The brand was created and co-founed by Pakistani makeup artist Bina Khan. Its colors are formulated for brown skin tones. 

After struggling for years to find lipstick shades that worked with her South Asian skin tone, Khan teamed up with software engineers and husband-wife duo, Sean and Madiha Chan. Together they launched a brand that was specifically formulated for brown complexions.

“We are addressing the needs of the South Asian community” says Khan. “They have been neglected by the beauty industry for a long time — it has been difficult for people with brown skin to find lip shades that work well with their skin, and more importantly, lip tones.”

JUst B’s Lip Spectrum, for all ethnicities, aims to fill a void in the beauty community for products targeted toward brown skin tones.

The multi-dimensional lipstick has one deeper shade and one lighter shade in each color family.

On one side is Pigment Fluid, which has a long wearing powder-matte finish and envelops your lips in a weightless and breathable layer of color. On the other side is Pigment Glaze, a one-swipe wonder with a smoothing cream finish that wraps your lips in an embrace of gleaming color.