Major beauty companies have long relegated health and beauty needs of people of color to niche markets. As a result, many companies addressing the needs of people of color are small businesses, with little funding or media reach to generate mass interest. Few networking opportunities mean these companies often find themselves isolated and unable to reach their target audiences in a deliberate and exhaustive way. Likewise, people of color often find the search for these companies slow and arduous.

The Hues Company was founded in 2016, as a multi-vehicle platform dedicated to promoting, supporting, and connecting businesses owned by people of color across the spectrum.