B R A N D S U M M A R Y

Shale Beauty

Colour without permission.

A unisex beauty brand, starting with nail colour.

Men were told colour was not for them. Women were told colour was for them, but only in the approved boxes. Nude for work. Red for a date.

Shale Beauty removes the box. Colour for anyone who wants it, worn the way they want to wear it.

It starts with nails, because nails are small, visible, and personal.

Ground is built as an easy first step. Muted, earthy tones, clay, granite, sea, and night, that sit comfortably on any hand, including a hand that has never worn colour before. Start quiet, go bolder when you are ready.

Collection 01, Ground. Eight shades. Single $34. A drop, not a launch.

Sepia

#2C2416

Amber Hale

#8B6B3E

Cocoa

#3D2B1F

Sea Kelp

#4A5240

Fugueuse

#1C2B3A

Midnight

#1A1A2E

Mirror

Chrome finish

Rouge Brut

#8B1A1A

Ground, the full palette

The full Ground palette, built out as an exercise. The first drop stays small, likely two to four shades. The rest are ready when the brand is.

Lights.

Bone, pale warm bone

#E4DCC8

Fog Stone, pale grey stone

#B9BCB4

Bolds.

Clay Rust, rusty terracotta

#A34A28

Verdigris, oxidized teal green

#2F5D5A

Smoky Amethyst, smoked purple

#4B3550

Lichen, muted chartreuse

#9AA03C

How it is made

High quality first. Clean, safe, and cruelty free is the standard it is being built to, proven in writing before anything is sold. It starts small on purpose. First batches mixed and tested with an independent formulator, shade by shade, before any large production run. Samples first, real hands first, a 40 hands test before any public post. And the nail itself matters, not just the colour on top of it. What a shade looks like on day one is only half of it. How it wears, how it comes off, and what your nails look like after, that is the other half. Shale Beauty is built like nail care, not just nail colour.

Born in Toronto, made for the right boutiques in each city, not big retailers at launch.

Beauty and fragrance: Aesop, Byredo, Le Labo, Chanel Le Vernis. Fashion: Comme des Garcons, Lemaire, Raf Simons, Maharishi. In nails: Mooncat, Pleasing. Reading and objects: Monocle, niche fragrance, design led boutiques. First shelf: Uncle Otis, Toronto.

The brand, the shades, and the look are built. There are no samples and no sales yet, and that is on purpose. First, small batch samples with a formulator. Then real hands. Then a small first drop, funded by preorder, early 2027. The build is shared as it happens, the testing, the choices, the setbacks, in the open, so the first customers arrive already knowing the story. If you know a formulator or a manufacturer who works at this level, I would love an introduction.