To our beautiful community—thank you. You’ve been with us since the beginning, supporting not just our products, but our purpose. We want to share a heartfelt update: what’s changed behind the scenes, why we’ve evolved, and where we’re headed next.
How It All Started
All Shades Matter was co-founded by Tali Mason and Shaanti Wallbridge—two women of colour with a shared vision: to create a makeup brand that truly represents all shades, all undertones, and all stories.
Together, they launched a movement born from personal experience, frustration, and a deep desire for inclusivity—particularly in the complexion space, where so many people have felt invisible.
So… What’s Changed?
As with any growing brand, time brings reflection, realignment, and new chapters. Over the past year, the direction of the business naturally evolved, and with that, Tali took the lead in continuing the vision and legacy of the brand.
With a renewed focus and unwavering passion, she made the decision to transition All Shades Matter Cosmetics into its next era: All Shades Matter Makeup.
Why the Name Change?
This shift from Cosmetics to Makeup is more than a rebrand—it’s a refined mission. We’re focusing deeply on what matters most to our community: complexion-first products that cater to the richness of melanin and the nuances of undertone.
Our signature product, The MATTERfying Foundation, continues to shine, with its lasting wear, real-skin texture, and a finish that honours your natural beauty.
We’re not about flooding shelves with products—we’re about creating the right products, thoughtfully and intentionally.
Continuing the Legacy
For Tali, this brand isn’t just business—it’s personal. Adopted from Calcutta, India and raised in Australia, her experiences with identity, colourism, and representation have been at the heart of everything All Shades Matter stands for.
But it’s also about you—our community, who have shared stories of finally finding your shade, feeling seen, and showing up confidently in your skin.
That’s why, with deep gratitude and clarity, Tali is committed to building upon what was started and continuing to shape this brand into something meaningful, inclusive, and long-lasting.
What’s Next?
- A stronger focus on foundation and complexion
- The upcoming launch of The Nala Blush Balm, a creamy, radiant blush balm designed to complement all skin tones beautifully
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A skin-first approach grounded in real stories and real people
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A growing community where your voice helps guide our vision
From All Shades Matter Cosmetics to All Shades Matter Makeup—this isn’t the end. It’s a beautiful new beginning.
We’re still here, stronger and more intentional than ever, and we’re just getting started.
Follow the journey at @allshadesmattermakeup and get ready for a relaunch that honours where we’ve been—and where we’re going.
With love,
Tali & the ASM Team
