From the fairest porcelain hues to the richest ebony shades, our complexions determine which makeup colors are complementary. While we’re used to choosing, say, blush based on our specific undertones, one company is applying that concept to lips.

Camille Bell became frustrated when trying to find a flattering lipstick, so she created Pound Cake. “Honestly, I was fed up with products looking different on me than expected and advertised,” she tells us. “When people of darker skin tones try on products, they often encounter completely different results because many products are created for lighter skin and lip tones.” To help solve this problem, Pound Cake is launching five matte, old Hollywood-inspired red lippies in May 2018 for $30 each. The reds are designed to enhance five common lip colors: light, medium, warm, deep, and rich.

Since the varying crimson hues were made with different pout pigments in mind, they really pop when they’re worn against the tone they were created for. “The Red Velvet, Red Bean, and Raspberry shades are paired for medium brown, brown, and deep brown lip tones,” Bell explains. “These colors are more blue-based, while the Maraschino Cherry and Red Delicious colors are true reds intended for light and medium lips.”

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(Photos via Pound Cake)