The beauty industry is a giant multi-billion enterprise, which, despite its enormity, is not entirely inclusive. In an endeavor to swell their bottom lines, many traditional brands tout their bestsellers that are often quite limited. From foundations to blushes to lipsticks, the hottest products on the market seldom carry the full gamut of shades. Truth be told –  when it comes to its offerings, the beauty industry is not diverse. And women of color only know this too well.

A fashionista from an early age, Kimberly Smith experienced the dearth of products pigmented enough  to match her amber skin. It was a matter of time until this Ivy League-educated attorney and globetrotter took the matter in her own hand.

In February, Smith launched her e-commerce website Marjani that carries 18 brands that cater to women in color.

“I started this company to create a space where women of color can find products, from a curated selection of brands, that address our needs without us having to compromise in quality, price or our appearance,” writes Smith on the company’s site.

Marjani provides cosmetics, skincare, bodycare and haircare. Some of the featured brands are world-known like beautyblender, others are niche, homemade finds. Afrodeity, which has only five hair and skin concoctions on Marjani, for instance, is run by a Caribbean mother-daughter team that draws inspiration from the tropical island’s oils and butters.

While the e-retailer introduces its customers to a premium range of products, it also ingeniously resolves the challenges of online shopping and matching products to skins. Through its “Buy It and Try It” option, Marjani helps women pick the right shade of foundation. For eligible labels, alongside full-size foundations, shoppers can request a free sample to try the hue. If it is a miss, they can return the product – as simple as this.

While her business is still at its nascent stage, Smith hopes to turn it into the go-to spot for women of color.