Recently, there’s been a (very overdue) uptick in retailers recognizing diversity, like Target’s new inclusive nude expansion. The latest debut is rocking the beauty world — say hello to Marjani Beauty.

Featuring cosmetics, skincare, haircare, and bodycare, this new company aims to be a one-stop shop for all things diverse beauty. Not only does the site offer product colors that will actually, you know, match your skin tone, but goods are curated from around the globe, with black-owned brands like AJ Crimson, Gold Label, and Christal Cosmetics at the forefront.

Not sure what your shade is? The company has a service that allows you to actually try it before you buy it. Simply look for items tagged with the “Buy It Try It Eligible” tag and enter code “BUYITTRYIT” at checkout to get samples free of charge.

As the site explains, Marjani is striving to break the mold in a largely non-inclusive industry by accommodating the needs of *every* beauty customer. “There is no one size fits all when it comes to women of color’s hair, skin, and cosmetics needs,” it reads.

The company is the brainchild of CEO and founder Kimberly Smith, who is an attorney by day and a beauty maven/fashionista by night. “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,” she wrote on the site.

She’s hopeful that the site will become not only a shopping destination, but a community for like-minded women of color to claim their beauty and share their experiences.

What do you think of Smith’s new venture? Share with us @BritandCo.

(h/t Cosmopolitan; photos via Marjani Beauty, Brit + Co)