We Need to Talk About This Concealer Drop: Shades By Shan Just Changed the Game (Again)

Let's set the scene: a Latina-founded beauty brand started from a basement, powered by passion, hustle, and a whole lotta heart… and now they're about to launch one of the most inclusive, community-driven concealer lines we've ever seen.

Yes, we're talking about Shades By Shan—the women, sister, and Latina-owned brand that's been quietly (but powerfully) shaking up the beauty world since 2018. And on April 10, they're dropping a 40-shade concealer line that's creamy, skincare-infused, and made for real skin. You'll find it exclusively at JCPenney Beauty stores nationwide and at ShadesByShan.com.

This is more than just makeup—it's movement.

"We didn't just create a concealer. We created a movement."

That's not a tagline. That's a promise from founder Shan Berries, who, along with her sister Erika, built this brand from their mom's basement.

"We made every decision with our community," Shan shared. "From testing formulas to modeling in the campaign, our people were at the heart of it all. Because this brand isn't just ours—theirs, too."

And when we say this formula hits? Oh, it hits. Think lightweight, buildable, long-wear (like 16+ hours long), and skin-loving. We're talking caffeine to depuff and brighten, shea butter to hydrate, and licorice root to even out your tone. Made in Korea—where science and skincare meet innovation—this concealer is a chef's kiss for every skin type and tone.

A Foundation Line is Coming Too?!

Yep. As if the concealer wasn't enough, the Shades By Shan foundation line (also 40 shades!) is set to drop in Fall 2025, completing your complexion routine and making it even easier to find your perfect match.

So yeah, 2025? It's Shan's year.

Real People, Real Stories, Real Faces

Forget hiring just influencers or celebs for this launch. Instead, Shan turned the spotlight on the people who made it all possible—you. The campaign features real fans and customers who showed up, showed out, and shared their stories. The result? It is a launch that feels like a family reunion meets a glow-up.

Even our very own co-founder Chauncey got in on the magic as one of the campaign models—and the experience was everything.

“I truly felt like I was not even wearing makeup. I usually don’t wear makeup because I hate the heaviness on my skin—but this formula was so lightweight and matched my complexion perfectly, which is rare. So many makeup brands miss the mark when it comes to both shade and undertone, but Shades By Shan really saw us. My skin felt free, comfortable, and honestly, beautiful.”

That’s the power of being seen—and matched—correctly.

Come Celebrate IRL: Concealer Launch Party + Shade Matching Event

Saturday, April 12 | 12–4 PM

JCPenney Eastridge Center, San Jose, CA

✨ FREE RSVP: Shades By Shan Concealer Launch Party + Shade Matching Event

The vibes are going to be immaculate. You'll get shade-matched by pro artists, meet the team behind the brand, and even score exclusive goodies (did someone say concert tickets?!). Whether you're a longtime Slay Bae or just discovering SBS, this event is your chance to see the magic up close.

This Brand Gives Back. Always Has.

Let's not forget: with every product sold, a portion goes to The MamaBerries Nonprofit Foundation, founded by Shan herself to support single-parent families across the U.S. Over 100 families have already been helped—and it's only the beginning.

This is what "beauty with impact" really looks like.

A Love Letter From Shan

You've been with me since day one, and it's surreal to see how far this dream has come in almost 7 years. From my mom's basement to JCPenney's shelves, we did this together.

Thank you to my So She Slay Sisters, Chauncey and Heather, and all the Slay Baes who shop, support, and believe in Shades By Shan. This is proof that with heart, hustle, and a tribe that lifts you—anything is possible. Love y'all so much!

So, whether you're here for the flawless finish, the inclusive shade range, or the fact that this brand is changing lives, Shades By Shan is the moment.

Now go forth and conceal, slay, and shine.

Follow the journey and join the community on Instagram: @shadesbyshan and @shanberries for behind-the-scenes, product drops, and all things beauty with impact.