Deeper-skinned folks are living their best life when the melanin is poppin’, but when those pigment-producing cells go rogue, as they often do in skins of color, that’s when we need reinforcements. Unfortunately for Shay Paresh, the CEO and founder of Shayde Beauty, those reinforcements never materialized. Fortunately for the rest of us, she built them from the ground up. Paresh has Indo-Caribbean ancestry, and the dated heritage products she was using to heal hyperpigmentation and acne left much to be desired. She worked in beauty marketing and found it hard to ignore that Americans with skin of color were being underserved.
She set out to change that with her brand that caters to Fitzpatrick skin types IV-VI, which less than 3% of brands in the industry do. The formulations were created to prioritize the needs of melanin-rich skin, treating hyperpigmentation, dark spots, and acne scars more effectively. Shayde’s Vitamin C Brightening Serum has the true and tested dullness busters ascorbic and kojic acids, while The Overnight Glow Up is packed with niacinamide, kojic, azelaic, and tranexamic acids, plus coffee bean and fruit extracts.
https://www.bustle.com/style/aapi-beauty-brands-founders-2023