Shades of Color

Origin: MO | Grant Awarded: 2023 | Status: Active

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What is Shades of Color?

Shades of Color provides a diverse, equitable, inclusive, and accessible global platform using artificial intelligence and augmented reality to empower beauty brands and consumers with personalized solutions to buy and sell products for their unique needs, cultures, and lifestyles.

Their interactive personalized beauty marketplace enhances the shopping experience by connecting beauty brands and beauty shoppers with unique skin tones, skin conditions, and allergies.

Company Leadership



Tashara Earl is a multifaceted entrepreneur, artist & licensed cosmetologist. Growing up in the Baden Neighborhood of North St. Louis led her to embark on the beauty, entertainment, and entrepreneurship journey. Like millions of others, Tashara struggled to find products that worked for her unique needs. With her experience, Tashara passionately founded Shades of Color to address an unmet beauty industry need and empower economic growth in our communities.

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Co-founder & CTO

Tasha Earl is the CTO of Shades of Color and a driven senior advisor in the Missouri Air National Guard. Her expertise is enhancing organizational effectiveness, fostering cultural diversity and inclusion, and adapting to evolving operational and technological demands. Tasha earned her B.S. in Information Technology from Lindenwood University. Over the past nine years, Tasha has honed her skills through a series of roles: Systems and Database Manager, Cyber Security Liaison, and IT Specialist.

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michelle storey


Michelle Storey is a licensed cosmetologist with 30 years of experience and over 14 years of commercial insurance experience. As a Business Developer, Michelle’s affectionate personality ensures an exceptional client experience.

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