Black History Month gives us the opportunity to talk about something that has been core to altones from day one and why we started it. Not just how we formulate our products, but how we choose to show up, speak, and market our brand.

We are both half-Black women, and growing up, we rarely saw ourselves reflected in beauty industry marketing. When deeper skin tones were included, it often felt performative or limited to a single moment rather than being part of a brand’s everyday identity.

When we talk about “all tones,” we mean it literally…. Our marketing is intentional about showing a range of skin tones, genders, and real people. Not just during Black History Month, not just for campaigns, and never as an afterthought.

We built a simple three-step routine because consistency matters, especially for melanin-rich skin. We didn’t want a ten-step routine that overworks the skin or drains your wallet. Our focus is hydration, barrier support, and balance, so your skin feels calm, supported, and hydrated.

Black History Month is a reminder that visibility matters, but consistency matters more. altones exists because we wanted to build something honest, inclusive, and intentional. A brand that reflects the real world and the real people using it.

Co-Founders,
Kenedi & Kealey