The woman behind it, Australia-based Tayo Ade, was frustrated with the products on offer and as a dancer, had in the past pulled out of a performance when a teacher insisted the beige tights she was meant to wear were “skin-coloured”, despite Ade’s skin being nowhere near the shade.

As she explains on the website, “Having danced from a young age, it was always disconcerting when asked to produce or buy costumes, tights and other apparel in ‘skin colour’. Skin colour in that context was a micro-aggression. It was a colour made to approximate all variation of beige, and did not include others. I had to go without or skip the performance.”

The website team “searched high and low for the best options for all of those dance-related, everyday and special items that you need in your FleshTone. You do not need to explain anything to us about your skin colour and your needs. We get it.”

The resource includes links to plasters, sports tape and books for children showing positive role models for all – something close to her heart after, as she tells elle.com, her nursery-age daughter once asked if it would be “better” to have long, straight hair instead of her natural Afro hair.

She tells the website: “I always wanted a resource for the full spectrum of products that relate to darker flesh tones and there wasn't one – so I made one.”

Lipsticks, plasters and dance shoes: the shopping website promising nude products for all skin tones