The Project:
Shade-accurate lipstick photography for inclusive beauty launch
I photographed Queenfidence Cosmetics' lipstick launch from my Vancouver studio, creating fun, bright images that showcase their bold shades on diverse skin tones. The brand builds vegan, cruelty-free lip products designed for all complexions, and they needed photography that proved their shades work beautifully across the full spectrum. I approached the project as shade-accurate lipstick photography that could support both their e-commerce needs and their confidence-first messaging.
The brief centered on their lipstick collection launch. Queenfidence positions itself as inclusive beauty for everyone, so the photography had to demonstrate that promise visually. I created images that show how each shade performs on different skin tones, using lighting and color management to keep the lipstick true to its actual appearance. The goal was to deliver photographs that communicate both product quality and the brand's empowering personality.
The Execution:
Controlled lighting for accurate color across all skin tones
I built the lighting setup around precision and consistency. Lip products shift color dramatically under inconsistent light, especially deeper berry and red tones. I used controlled lighting that renders melanin-rich skin luminous and keeps lipstick shades accurate across the set. The approach prevents the gray cast that often flattens deeper complexions and ensures the matte finish reads clearly without looking flat or over-powdered. Every shade needed to photograph the same way so customers could compare confidently.
I shot the collection with models representing a range of skin tones. Each lipstick appears on lips in close-up portraits that anchor on a natural, joyful expression. The framing keeps the focus clean and brandable while showing enough context to communicate wearability. I included macro detail shots that reveal the texture and pigment payoff of the formula, giving shoppers visual proof of coverage and finish. Compositions stayed bright and energetic to match Queenfidence's personality without sacrificing the clean, polished aesthetic their mid-tier pricing requires.
Minimal retouching for e-commerce credibility
Retouching stayed restrained throughout. Skin texture remains visible and natural. Lips keep their real contours and slight imperfections. The lipstick color stays true to what I captured in-camera, avoiding the shifts that happen when retouchers over-correct. This approach maintains credibility for e-commerce use where customers need to trust what they see will match what arrives. It also aligns with the brand's message around real confidence, not artificial perfection.
The Outcome:
Flexible photography supporting multi-channel launch
I delivered a photo collection designed for multiple uses. The set includes lip portraits suitable for campaign imagery, close-up swatch demonstrations for product pages, and macro texture crops that work on social platforms. Each image maintains visual consistency so the brand can mix and match across their website, email, and different channels without the collection feeling disjointed. The photography provides a cohesive foundation for their launch while staying flexible enough to support different marketing contexts.
The Takeaway:
Photography as proof of inclusive brand promise
The project demonstrates how shade-accurate lipstick photography can serve indie beauty brands launching inclusive product lines. Photographing lipstick across diverse skin tones requires more than good lighting. It needs color management that keeps undertones honest, exposure control that flatters all complexions equally, and retouching discipline that preserves both product truth and skin integrity. When those elements align, the photography becomes proof of the brand's inclusive promise rather than just decoration around it.
If your beauty brand needs photography that shows how your products perform across real skin tones, let's talk about your next launch. Reach out to discuss shade-accurate product photography that supports both your e-commerce goals and your brand values.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Service",
"name": "Inclusive Color-Accurate Lipstick Photography for Deep Skin Tones",
"description": "Color-true cosmetics photography using calibrated ColorChecker profiles, controlled neutral lighting, and texture-forward macro techniques to preserve shade integrity and matte finish accuracy across diverse complexions for e-commerce, campaign, and social use.",
"serviceType": "Beauty Product Photography",
"provider": {
"@type": "Organization",
"name": "Elina Kustlyvy Photography",
"url": "https://www.elinakustlyvy.com"
},
"areaServed": [
{"@type": "City", "name": "Vancouver", "addressRegion": "BC", "addressCountry": "CA"},
{"@type": "City", "name": "Toronto", "addressRegion": "ON", "addressCountry": "CA"},
{"@type": "City", "name": "Los Angeles", "addressRegion": "CA", "addressCountry": "US"},
{"@type": "City", "name": "Seattle", "addressRegion": "WA", "addressCountry": "US"}
],
"url": "https://www.elinakustlyvy.com/projects/queenfidencecosmetics"
}
</script>
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "ImageObject",
"contentUrl": "https://cdn.prod.website-files.com/653c048c7bdcdc4c8f4346aa/688d653d99d4f025226272ee_6879de4fc055debb92cd5464_queenfidence.webp",
"url": "https://cdn.prod.website-files.com/653c048c7bdcdc4c8f4346aa/688d653d99d4f025226272ee_6879de4fc055debb92cd5464_queenfidence.webp",
"name": "Inclusive Color-Accurate Lipstick Photography on Deep Skin Tones for QUEENFIDENCE Cosmetics",
"caption": "Close-up macro lipstick swatch photography showcasing true-to-shade matte finish on deep skin using calibrated lighting and neutral color profiles to preserve pigment accuracy and texture for e-commerce conversion.",
"creator": {
"@type": "Person",
"name": "Elina Kustlyvy",
"url": "https://www.elinakustlyvy.com"
},
"copyrightHolder": {
"@type": "Organization",
"name": "Elina Kustlyvy Photography"
},
"acquireLicensePage": "https://www.elinakustlyvy.com/contact"
}
</script>
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Brand",
"name": "QUEENFIDENCE Cosmetics",
"description": "Winnipeg-based indie beauty brand founded by Congolese-born entrepreneur Francine Bahati, offering vegan, cruelty-free, paraben-free matte liquid lipsticks, lip glosses, and liners designed for inclusive shade ranges and affirming self-expression across all skin tones.",
"url": "https://queenfidencecosmetics.com",
"sameAs": [
"https://www.instagram.com/queenfidencecosmetics",
"https://fashionmagazine.com/flare/identity-politics/bipoc-owned-beauty-brands-canada/"
]
}
</script>
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Product",
"name": "FEARLESS Liquid Matte Lipstick",
"description": "Vegan, cruelty-free, paraben-free liquid matte lipstick collection offering over a dozen shades including Melanin, Smile, Kindja, Proverbs 31, and Boss Babe, formulated for inclusive shade ranges and long-wear matte finish.",
"brand": {
"@type": "Brand",
"name": "QUEENFIDENCE Cosmetics"
},
"category": "Liquid Matte Lipstick",
"review": {
"@type": "Review",
"author": {
"@type": "Person",
"name": "Elina Kustlyvy"
},
"reviewRating": {
"@type": "Rating",
"ratingValue": "5",
"bestRating": "5"
},
"reviewBody": "The velvety matte finish of the FEARLESS Liquid Matte Lipstick photographs with exceptional texture integrity under neutral lighting—controlled speculars reveal the lightweight, non-sticky surface without flattening detail. Pigment load is dense enough to render true-to-shade on deep skin tones when captured with calibrated ColorChecker profiles, and the paraben-free formula resists color shift across long shoot sessions."
}
}
</script>
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Projects",
"item": "https://www.elinakustlyvy.com/projects"
},
{
"@type": "ListItem",
"position": 2,
"name": "Beauty Photography",
"item": "https://www.elinakustlyvy.com/projects/categories/beauty-photography"
},
{
"@type": "ListItem",
"position": 3,
"name": "QUEENFIDENCE Cosmetics Inclusive Lipstick Photography",
"item": "https://www.elinakustlyvy.com/projects/queenfidencecosmetics"
}
]
}
</script>
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "WebPage",
"name": "Inclusive Color-Accurate Lipstick Photography for QUEENFIDENCE Cosmetics",
"description": "Case study documenting color-true lipstick photography workflow for QUEENFIDENCE Cosmetics' Fearless Liquid Matte collection using calibrated lighting, inclusive casting, and texture-forward macro techniques to deliver launch-ready e-commerce and campaign assets that preserve shade integrity on deep skin tones.",
"url": "https://www.elinakustlyvy.com/projects/queenfidencecosmetics",
"speakable": {
"@type": "SpeakableSpecification",
"cssSelector": [".article-intro", ".article-conclusion"]
},
"about": [
{"@type": "Thing", "name": "Inclusive color-accurate lipstick photography"},
{"@type": "Thing", "name": "Texture-forward matte lipstick photography"},
{"@type": "Thing", "name": "Color-true deep skin tone photography"}
],
"mentions": [
{
"@type": "Brand",
"name": "QUEENFIDENCE Cosmetics",
"sameAs": "https://queenfidencecosmetics.com"
},
{
"@type": "Thing",
"name": "FEARLESS Liquid Matte Lipstick"
}
]
}
</script>
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "HowTo",
"name": "How to Achieve Color-Accurate Lipstick Photography on Deep Skin Tones",
"description": "Workflow for capturing true-to-shade matte lipstick imagery using calibrated color profiles, controlled lighting, and inclusive representation to support e-commerce conversion and reduce shade-related returns.",
"step": [
{
"@type": "HowToStep",
"position": 1,
"name": "Establish Controlled Neutral Lighting and Calibrated Color Profiles",
"text": "The workflow begins with controlled, neutral lighting using studio strobes paired with large diffusers to eliminate harsh shadows while preserving enough directionality to reveal matte texture. White balance is never left to auto. Each setup is calibrated using a ColorChecker passport to build custom camera profiles that map lipstick shade ranges accurately from capture through post-production. Backgrounds stay neutral and minimal to prevent color casts, and lighting ratios are adjusted per skin tone to prevent underexposure on darker complexions."
},
{
"@type": "HowToStep",
"position": 2,
"name": "Execute Inclusive Casting and Direction with Skin-Tone-Specific Exposure",
"text": "Models with a range of deep and varied skin tones are selected to demonstrate how shades adapt to different undertones. Direction emphasizes natural expressions and confident poses that align with affirming brand messaging. Lighting ratios are adjusted per model to prevent the underexposure common in default camera profiles when photographing darker complexions. The goal is color-true imagery where every complexion appears rich, vibrant, and true to life, reinforcing inclusive representation in a tangible, visible way."
},
{
"@type": "HowToStep",
"position": 3,
"name": "Capture Texture-Forward Macro Swatches with Minimal Retouching",
"text": "Close-up lipstick swatch photography on lips and arms provides the detail shoppers need to evaluate finish and pigment load. Light sources are positioned at shallow angles to accentuate texture without exaggerating flaws or over-smoothing skin. Minimal retouching preserves authenticity: skin texture, natural lip lines, and the precise matte finish remain intact. This restraint is critical for conversion—when a customer sees an e-commerce swatch macro that matches the shade they receive, return rates drop and trust builds."
}
]
}
</script>
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "How do you photograph lipstick to match true shade on deep skin tones for an online store?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Achieving color-accurate lipstick photography on deep skin requires calibrated lighting and custom color profiles. Studio setups use neutral, soft lighting with strobes and large diffusers to eliminate color casts, while ColorChecker passport targets build camera profiles that map pigments accurately from capture through post. Lighting ratios are adjusted per skin tone to prevent underexposure on darker complexions, and minimal retouching preserves texture and finish integrity so e-commerce swatches match delivered product."
}
},
{
"@type": "Question",
"name": "What does texture-forward matte lipstick photography mean for beauty brands?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Texture-forward photography emphasizes the physical finish of a lipstick—matte, gloss, satin—by using directional lighting at shallow angles to accentuate surface detail without over-smoothing. For matte liquid lipsticks, this approach reveals the velvety, non-sticky surface customers expect and differentiates the product from glossy formulas. Minimal retouching preserves natural lip lines and skin texture, building trust by showing real performance rather than idealized retouched results that don't match the delivered product."
}
},
{
"@type": "Question",
"name": "How does inclusive cosmetics photography improve e-commerce conversion for beauty brands?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Inclusive, color-accurate cosmetics photography reduces purchase friction by showing how products perform on diverse skin tones. When shoppers see true-to-shade swatches and finish detail on models who resemble their own complexion, confidence increases, add-to-cart rates improve, and shade-related returns decrease. For indie beauty brands competing on inclusivity and ethics, imagery that proves those claims—rather than relying on stock or over-retouched visuals—builds trust, loyalty, and word-of-mouth growth in target communities."
}
}
]
}
</script>
- other recent projects
tarte mascara and eyeliner photographed on skin at macro scale
Photographing FaceCrime skincare's rebellion-inspired face oil campaign with model portraits and product shots for Vancouver clean beauty brand
(001)
Makeup by Mario Beauty
Makeup by Mario foundation photography with natural skin texture
Mallorie beauty brand photography with red and black editorial styling
Kibon Beauty sheet mask photography for e-commerce and social media
Hara beauty product photography with natural enhancement styling
