The site is intended to be both a blog and Amazon-esque e-comm destination focused on truly skin-matching products, founder Tayo Ade told Elle. Ade, a lawyer as well as a professional dancer based in Australia, decided to start the site because of two different, equally frustrating situations. First, Ade couldn't find a pair of fishnet tights to match her complexion for a samba performance. Then her kindergarten-age daughter asked if straight versus naturally curly hair was "better." Ade decided to create a digital one-stop shop that, befuddlingly, still didn't exist, carrying everything from concealer to construction paper to clutches in nudes of all shades."Here at FleshTone.net, beige is not our one-size-fits-all, our ‘normal’, our ‘nude,’ or our starting point," according to the site. "We assume nothing... You do not need to explain anything to us about your skin color and your needs. We get it."