Just B Launches in the UK

 

Just B, a cosmetics brand focused on creating high-performing, customizable and eco-conscious products that celebrate the beauty of brown skin, has launched in the UK with the introduction of its first product Lip Spectrum, a multi-dimensional lipstick with one deeper shade and one lighter shade in a colour family.

After a long and fruitless search for the perfect lipstick shade that worked for her South Asian skin tone, celebrated makeup artist Bina Khan took matters into her own hands. Khan teamed up with Silicon Valley engineering leader Madiha Chan, to launch a brand that was specifically formulated for brown complexions.

 "Just B was created to be the place where people with brown skin can be authentic and feel heard," said Khan, co-founder. "We are addressing the needs of the South Asian community that 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. Lip Spectrum addresses that problem at the root."

Just B products can be worn by people of all ethnicities, but it primarily aims to fill a void in the beauty market for products targeted toward brown skin tones. Lip Spectrum is a multi-dimensional lipstick with one deeper shade and one lighter shade in a colour 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 colour. On the other is a pigment glaze, a one-swipe wonder with a smoothing cream finish that wraps your lips in an embrace of gleaming colour. Both sides have been engineered to work beautifully together and can be layered interchangeably to create a spectrum of custom colours just for you.

“We built Just B throughout the pandemic, so we had to think on our feet and come up with solutions to solve for physical distances and lockdowns. We had two partners in California, one in London or Karachi, labs in Italy and traveling was simply off the table. Concept, brand identity, product design, colour creation, texture creation, shoots, website design and every team meeting were all achieved virtually. 

“We wanted our component design to not just deliver stellar colours and textures but also allow you to get creative. A lot of 3D modelling and testing went behind our Lip spectrum component so our customers can build their own combinations.With an eye to keeping our customers safe, we designed a true to life virtual reality try-on experience that has proved to be very popular among the Just B community. We ensured everyone can try our colours without ever leaving the safety of their homes.” says Chan

With Just B why commit to one colour, when you can have so many more! Lip Spectrum is available in five shades or 10 customisable tones in total, allowing consumers to mix and match shades and bring them on the go.

Lip Spectrum is available in five shades, each with a deep and light tone:

  • Not Just Peach

    • Pigment Fluid: Teakwood

    • Pigment Glaze: Grapefruit Pink

  • Not Just Champagne

    • Pigment Fluid: Ruby Cocoa

    • Pigment Glaze: Kashmiri Chai

  • Not Just Pink

    • Pigment Fluid: Sundays

    • Pigment Glaze: Mondays

  • Not Just Red

    • Pigment Fluid: Ruby Slippers

    • Pigment Glaze: Poison Apple

  • Not Just Magenta

    • Pigment Fluid: Bougainvillea

    • Pigment Glaze: Anaar

Lip Spectrum is available for £27 at JustBCosmetics.co

 
Just BNatalia Kulak