Boise startup to showcase makeup breakthrough at Pride

A Boise-based startup focused on the cosmetics industry is taking its tech on the road and showing off at Boise Pride on Sept. 14.

BoldHue, founded in 2020 by Rachel Wilson and Karin Layton, is bringing a patented device to market which allows users to create a custom foundation shade tailored to unique skin tones.

The device, which has starter kits retailing at $295, is set to be on the market this fall, and the company is doing a road tour, including the Boise Pride event, to show potential customers how it works.

“Our followers and brand enthusiasts have experienced BoldHue digitally through platforms like TikTok and Instagram, and now they can engage in person through our exciting activations,” Wilson, the company’s CEO, said. “Bringing BoldHue to the streets allows consumers to witness its magic firsthand, creating an unforgettable, real-time experience. This road tour marks a monumental moment for our brand, and we couldn’t be more thrilled.”

During its tour stops, the company’s team, known as the BoldHue “Bold Crew,” will give people a chance to see the device work and experience demonstrations and giveaways. The tour began in Brooklyn last month.

The starter kit comes with the device, a complete cartridge set with five colors and a base and additional accessories, the company stated.

The company has raised nearly $5.2 million in funding from Lucas Venture Group, Boise-based investors Capital Eleven, Tackle.io and local angels. They’ve also had participation from Backstage Capital, Mark Cuban and CAA’s managing partner, Kevin Huvane.

Along with the startup kit, customers will be able to purchase cosmetic application products from Beautyblender, one of BoldHue’s partners.

“When I first met the ladies of BoldHue, I immediately understood the challenges that they were trying to solve and knew Beautyblender would be the perfect partner,” said Rea Ann Silva, founder and CEO of Beautyblender. “As a celebrity makeup artist known for my ability to mix and match foundations to achieve the perfect custom blend and texture for my clients, I know all too well how challenging color matching has been for any and everyone who wears makeup. Although there are more shades than ever before, it’s still a daunting process. I’m thrilled that Beautyblender is the exclusive applicator tool for BoldHue.”