True Shade Cosmetics Limited is a cruelty free and natural cosmetics company that focuses on innovative and natural cosmetics. Our signature brand Your True Shade (YTS) is Jamaica’s first natural makeup line. The Chief Executive Officer started the line out of a personal need while studying Sustainable Energy and Mechanical Engineering in Sweden.

Unique Business Proposition & Vision/Mission Statement
Mission: “To be a trailblazer in natural skincare, dedicated to creating healthy products of the highest quality.”

Vision: “To engage our team of highly skilled game changers to create cosmetics using natural minerals, local ingredients and sustainable green business practices for today’s image and health conscious individuals.”

Company Achievements: Successes, Awards, References etc.
Some of our achievements are
• Scotiabank Vision Achiever Top Performer 2017.
• We were featured on:
o with Richard Branson 2017,
o UK Telegraph 2017,
o Several Gleaner and Jamaica Observer features 2015, 2016, 2017, 2018.
• We were also the IGNITE 2016 Grant Recipient.
• Official make up brand of Barbados movie Barrow Freedom Fighter film 2017 (Film received awards at LA Film Festival and NY Film Festival).

Sustainability Aspects
We have a recycling drive/program where clients are asked to return empty containers for discounts and/or free gifts. The machinery/equipment used in the production process is energy star rated ,which means that less energy is used to operate them.

Company Product/Service Range
Our range of Products include: Makeup: foundations, powders, bronzers, primers and lipsticks.
Skincare: moisturizers, cleansers, toners, facial oils and translucent mousse.

Differentiators, what makes your Company, products, services special?
We do not test our products on animals.We focus on providing makeup for women of colour who have variation in undertones and often have difficulty in accessing makeup that match their skin tone. Our products also offer a distinct balance between gentleness and functionality, through the innovative blend of minerals and plant-based ingredients.

Current market position, Company growth plans, Export experience and capabilities, production capabilities, Company/product certifications.
Our export experience encompasses our attendance to trade shows such as the Bronner Brothers Show in Atlanta in 2017 and BMEX 2019. We have also exported our products to clients across the Caribbean, USA, UK and EU Countries such as Netherlands, Finland and Sweden. Other exporting experience includes exporting our products on a larger scale to Nigeria and the Cayman Islands. We are the first Caribbean cosmetics brand to be certified by Cruelty Free International in the United Kingdom (2018).