Our Story

At urTONE™, we believe makeup should work with your skin, not sit on top of it. It shouldn’t hide who you are — it should enhance it. Our goal is simple: to help women feel confident, comfortable, and effortlessly themselves in their own skin.

Like many of you, our journey started with frustration.

Foundations felt heavy. Shades never quite matched. By midday, makeup would settle into pores, look patchy, or feel dry and uncomfortable — and worst of all, it did nothing to support healthy-looking skin.

So we asked a different question:
What if foundation didn’t feel like makeup at all?
What if it adapted to your skin, instead of forcing your skin to adapt to it?

That question became urTONE™.

We created a color-adaptive foundation designed to respond to your unique skin tone the moment it’s applied. Inspired by K-beauty innovation, our formula starts white and seamlessly blends to match your natural shade within seconds — no guessing, no mixing, no shade stress.

Infused with skin-loving ingredients like hyaluronic acid, niacinamide, peptides, rosehip oil, and vitamin E, urTONE™ helps hydrate, smooth, and refine the look of skin with every wear. Lightweight, breathable, and comfortable, it’s made for real life — not heavy routines.

Whether you’re heading out for the day, traveling, or keeping things minimal, urTONE™ gives you a natural, polished look in one simple step. Just swipe, blend, and go.

Our mission is clear:
To create makeup that feels effortless, looks natural, and adapts to you — so every woman can feel confident in her own tone, every single day.

Welcome to urTONE™.
Where makeup adapts to you, and confidence comes naturally.