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Radically Real

The inherent bias in the makeup industry might go unnoticed until you take a closer look into “nude” shades and its use for certain skin tones. But all skin is nude skin.

My Role: CW

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Social Activation

Fenty will generate new shades by encouraging Instagram users to submit photos of their faces with #RadicallyReal 

Submissions to #radicallyreal on Instagram

Once users share their #radicallyreal skin, Fenty matches and creates new shades from the users' skintones and sends it to them. 

And a digital board in the city will project the new Nude Collection, as users are adding their own shade in.

Fenty hits headlines for becoming a distributor of people’s nudes.