Voices: Tech Meets Beauty

Atima Lui


I run NUDEST, a Brooklyn-based fashion and beauty tech company building patent-pending skin tone matching technology called NUDEMETER. We license NUDEMETER directly to brands for use on their e-commerce stores to help their customers find the right products for them online, without having to try anything on in person. Our mission at NUDEST is to change the standard of beauty to match the full range of diversity in human skin, and our tech-enabled, data-driven approach is empowering beauty and fashion brands to do just that!

Building a company focused on helping women love the skin they’re in is incredibly motivating, because I personally relate to not being able to find the right nude shades of undergarments or beauty products that match my skin. I’m the child of a Sudanese refugee, and I am so proud of my Nilotic skin tone; but growing up, it was difficult to feel beautiful when I felt ignored and unseen by the fashion and beauty industries. That’s why the work we do at NUDEST and the products made by Mented Cosmetics are so important.


I live and die by my Aesop face cleansers, which I use once in the morning and once before I go to sleep at night. In cooler months when my skin is more likely to dry out I wash with their Fabulous Face Cleanser. In warmer months when I need something more astringent to wash off the sweat and dirt from a long day in the city I use the Parsley Seed Facial Cleanser. The trick to both cleansers is to massage them into your face while it is still dry, that way natural but powerful ingredients can effectively cleanse and nourish your pours without the dilution of water. It also gives you a few blissful minutes to breathe in the delightful aroma of the cleanser. Both products are smooth, gel-like liquids, so I like to sprinkle in their Tea Tree Leaf Facial Exfoliant once per week to keep my skin soft. After washing and patting my face dry, I hydrate with the Parsley Seed Anti-Oxidant Eye Serum for a finishing glow.


I prefer a natural look to my makeup routine. I apply a basic drug store Revlon ColorStay Eyeliner, but like to get more fancy with my Diorshow Mascara. As someone who was not blessed with long lashes, I find that Dior really helps me fake it. On days that I need to cover a blemish or two I use Make Up Forever Ultra HD Foundation in their darkest shade. However, I am so excited to start using my new Fenty Beauty Match Stix Matte Skinstick in Espresso. It’s so much easier than liquid foundation. For my lips you can usually find me wearing a clear chap-stick or a bright pop of color to mix things up.


I keep things very simple with my body. I have sensitive dry skin, and in the past I’ve used common soaps in the shower like Dial or Dove. However, after doing some research on more natural body cleansers I discovered Oleavine Therapeutic Soap. The tea tree and mint combination gives your skin a wonderful tingly feeling while soothing you with aromatherapy-grade essential oils in a hot shower. It always takes me to my happy place. To moisturize I rely on a combination of organic coconut oil and Curel Ultra Healing Lotion. I find that both keep me ash-free day-long.


I have a super short haircut, which means the key to a good hair day for me is a happy scalp – because everyone can see it! I wash and moisturize once per week with Shea Moisture shampoos and conditioners. I love having a variety of their scents on rotation so that I don’t get bored. I find all their shampoos and conditioners keep my scalp moisturized and flake free. Between washing's, I like to apply Carol’s Daughter Mimosa Hair Honey in the mornings. The leave-in conditioner really does smell like fresh oranges every time you use it.

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