Foundations that turn orange
Legacy systems assume rich skin is either “red” or “golden.” Deep skin is high-chroma — it needs green and purple micro-pigments, not more titanium dioxide.
LUV LAB™ by LUV + CO.
Beyond warm,
neutral and cool.
You are not a food group, a beverage, or a generic shade bucket. The LUV LAB™ — powered by Advanced Melanin Analysis and built on the CIELUV and CIELAB color sciences — is the world's first deep-skin color system that reads how melanin actually reflects light, then matches lips, eyes and cheeks to it.
Take the LUV LAB AI AssessmentBook a LUV LAB Live Consultation(Georgia clients only)
6 Color Communities · 5 Depth Levels · 30 Undertone Matches on the LUV LAB Continuum
Wear LUV. Share LUV. Spread LUV.
The Problem
You've seen the results in the mirror.
It was never your skin. It was a color language that was never written for melanin.
Lipsticks that go ashy
Cool depth in melanated skin comes from Rayleigh scattering, not pink hemoglobin. Cool shades formulated for fair skin read gray on you.
One face, many undertones
Your perimeter runs cool, your center runs warm, and the area around your mouth scatters more blue light. A single tone can't match all three.
Hyperpigmentation reads as a different color
Dark spots are melanin concentrated deeper or shallower in the skin layers. When pigment sits in the epidermis the spot looks warm and brown; when it drops into the dermis, light reflects differently and the same patch turns ash-gray or blue-gray. Legacy color matching treats the spot and the surrounding skin as one tone.
A scale from 1975
Fitzpatrick collapsed every deeply pigmented person into “Type VI.” It measured sunburn risk — never color harmony.
Seasonal color analysis misses the mark
Spring, Summer, Autumn and Winter were built on fair-skin prototypes. They ignore melanin's light-reflection matrix, so “warm” and “cool” often land you in the wrong family entirely.
The Solution · Powered by Advanced Melanin Analysis
Inside the LUV LAB™.
Pigment dominance. Optical shift. Matrix saturation. Three scientific coordinates — grounded in the CIELUV and CIELAB color spaces — that replace caramel, latte and espresso for good.
- 01
The LUV LAB AI Assessment
A behavioral assessment that reads your biology, not your bathroom lighting — UV response, hyperpigmentation behavior, vascular flush and natural lip pigment.
- 02
Two Photos, One Angle
A bare face in indirect daylight plus an “underhood” area. We calculate your Individual Typology Angle and surface hue from real pixel data.
- 03
CIELUV + CIELAB Mapping
Your readings are plotted in the CIE L*u*v* and L*a*b* color spaces — perceptual color math used in color-critical industries, applied to beauty. When the camera and your biology disagree, our conflict matrix overrides the camera.
- 04
Your Color Community
You're placed on the LUV LAB Continuum — one of six Communities and one of five depth levels, a code like 20-M — with a full lip, eye and cheek set matched to it.
The Six Color Communities
Find the community your melanin already belongs to.
Six Communities across five depth levels — thirty precise undertone and shade combinations, each with its own lips, eyes and cheeks.
Community S
Slate
Midnight ink, rich obsidian, true plum.
Maxed-out eumelanin with deep blue-wavelength scattering. Light is absorbed evenly and returned as a cool, regal cast.
Vampy berries, true cool reds, icy slate metallics, royal indigos.
Find out if you're SlateThe LUV LAB Continuum
Six Communities across five depth levels.
The LUV LAB Continuum runs from Level 10 to Level 50 — Rich-Deep to Light — each paired with one of the six undertone spectra for thirty precise shade codes like 20-M or 40-BS, plotted in CIELUV and CIELAB coordinates.
10 Rich-Deep20 Deep30 Medium-Deep40 Medium50 Light
Your Six-Piece Match
One Continuum code. One complete set. Zero guessing.
Every Color Community comes with a full set of lips, eyes and cheeks in shades formulated for your exact undertone and depth. Get your LUV LAB Continuum code, add the set to your cart, and never buy the wrong shade again.
Get My Code & Shop My Set
Lips
Two lip shades — one statement, one everyday nude.
Cheeks
Two blush tones calibrated to your natural flush behavior.
Eyes
Two shadow/liner shades with your counter-pigment built in.
Two Ways Into The LUV LAB
Start with the AI. Upgrade to a human.
Tier One
The LUV LAB AI Assessment
Complete the AI Assessment, upload your two photos, and receive your Color Community and Continuum code plus a full digital palette report with your matched lip, eye and cheek shades.
- Behavioral pigment assessment + photo analysis
- Your LUV LAB Continuum code (e.g. 20-M)
- Six-shade personalized palette
- Instant product recommendations
Tier Two · Premium
The LUV LAB Live Consultation
Sit with a LUV + CO. cosmetic consultant in person or on video. They read past hyperpigmentation, control for lighting, and drape you in real color — something no camera can do.
- Real fabric and physical color-card draping
- Undertone read at the jawline, past discoloration
- Multi-zonal mapping for high-contrast skin
- Custom application coaching + your full set
Questions
Before you begin.
- How is this different from regular color analysis?
- Traditional seasonal analysis was built on fair-skin hemoglobin behavior. LUV LAB™ classifies by pigment dominance, optical shift and chroma in CIELUV and CIELAB color space — the actual physics of how deep skin returns light.
- What does “powered by Advanced Melanin Analysis” mean?
- It's the science engine behind LUV LAB™: melanin-specific measurement mapped into the CIE's L*u*v* and L*a*b* coordinate systems, the same perceptual color math used in color-critical industries — applied to beauty for the first time.
- What if I have hyperpigmentation or melasma?
- That's exactly why the assessment exists. How your skin marks and heals is one of our strongest signals of pigment dominance — and our live consultants read straight past surface discoloration.
- Do I need special equipment?
- No. Two phone photos in indirect daylight and five honest answers. Our conflict-override matrix corrects for camera white balance and warm indoor lighting.
- Can my Color Community change?
- Your Community is biological, so it holds. Your place on the LUV LAB Continuum can shift seasonally — retake the assessment any time and we'll adjust your set.
Your shades are already decided. You just haven't met them yet.
Take the LUV LAB AI Assessment and get your Color Community, your Continuum code, and your complete set of lips, eyes and cheeks.
Start the AI AssessmentBook a LUV LAB Live Consultation(Georgia clients only)
Your skin's safe space. ♡