The UN_DID Launches

by | Jan 6, 2021

The UN_DID launches on 25th January, with pre-order available now.

What is UN_DID


Founded by Romi Dasani, the UN_DID is on a mission to “break up all old fashioned norms, biases and stereotypes in beauty”.


2020 will go down in history as a momentous year; from the climate crisis spurning a string of wild fires, social equality rights during the Black Lives Matter movement, to the COVID-19 healthcare crisis and spotlight on our political leaders’ response. UN_DID explain that one thing is clear – we need to rethink how we see things, and do better.


After working for a beauty powerhouse for 10 years, founder Romi Dasani saw a true need for authentic inclusivity and representation, based on his own experiences as an Asian and LQBTQ+ employee.


“I get it – the industry is making huge leaps forward. But I wanted to create a space where diversity and personal panache is the DNA, not just a token add on because of what’s happening in the world at the moment. That should be the everyday norm.”


UN_DID are registered by the Vegan Society, Leaping Bunny approved and made in UK


In Your Face Water Tint


UN_DID have launched with the In Your Face Water Tint, they describe the product as part moisturiser, part skin-serum, part foundation; hybrid beauty at its finest, blending skincare with colour. “So, it’ll help you look really fine, plus give you a dose of skin-kind active ingredients”. In Your Face Water Tint is available in 6 neutral undertone shades.


Three Key Uses:

1. Skin quenching hydration with a blend of glycerin and hyaluronic acid.

2. Blemish and redness soothing aloe vera and chamomile.

3. Blur out skin imperfections with sheer colour coverage.




Follow UN_DID on Instagram, and take a look at their range exclusively available here.

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