It all started when...

founder, Ofunne AMAKA, CREATED the Cocoa Swatches Instagram account. SHE didn’t have a vision for what it would be or what it could be. All SHE knew was that doing makeup was a creative extension of HER personality, BUT, SHE was lacking the tools needed to properly indulge in thE practice. It turns out many others felT the exact same way.


It’s no secret that the beauty world has a problem with diversity. In addition to darker complexions being underrepresented in advertisements, they are also often ignored in product development.

True diversity would involve brands supporting the idea of diversity in every facet of their company: from their hiring practices, to their marketing efforts, to their product development, to their communications to their influencer relations.
— Ofunne Amaka, CEO & FOUNDER

Enter the Cocoa Swatches mobile app. The latest makeup swatches on UNDERREPRESENTED complexions, with a few extra perks.

The Cocoa Swatches app is the makeup bestie you can carry in your pocket. It will help you make informed makeup purchases and let you in on whats really good with the makeup industry.




“Beauty is only skin deep.”

It’s an old adage that you may have heard as a child or maybe as a young teen going through your formative years. It alludes to the fact that being beautiful is really determined by the quality of one’s character rather than the way one looks.

However, in today’s beauty climate heavily influenced by beauty “gurus” and socialites, we respect the artistry first. We admire how easily some can perfect their contour or slay their eye shadow. We enjoy watching this artwork in motion.

As amazing and fun as makeup might be, it can also be isolating and discriminatory for many, especially black women. When brands fail to create products for underrepresented complexions and the lines between appropriation and “appreciation” get blurred, frustration builds. Anger grows. Problems persist. 

Cocoa Swatches has always been dedicated to addressing these issues, but its time to take things to the next level.

This is where S K I N D E E P makes its entrance.

S K I N D E E P is the perfect interstitial to Cocoa Swatches. This mobile publication will address the needs of subscribers on every step of their makeup journey. 

S K I N D E E P seeks to direct people towards the type of products they want, help people learn how to use the products they have worked hard to obtain, and give them the scoop on the products they might not even know exist.

S K I N D E E P will confront the uncomfortable conversations that need to happen in the industry, head on. The indescribable joy of perfecting a winged liner can still be felt while keeping it real about the ups and downs of the beauty industry.

S K I N D E E P will be available through the Cocoa Swatches app. By subscribing to this content for just $1.99 a month, users will be able to gain researched knowledge about the makeup industry that pertains directly to them, while supporting Cocoa Swatches as a brand. 

SKINDEEP — beauty exploration with melanin in mind


About Ofunne Amaka

After constantly searching for resources that catered to makeup enthusiasts with dark complexions (and a number of makeup purchase nightmares), Ofunne created Cocoa Swatches as an Instagram page for herself and her friends.

The response was overwhelmingly positive; so much so that upon completing her Masters of Communications at Columbia University, she decided to use her expertise and her newfound platform to help beauty lovers with underrepresented complexions find the makeup products that would suit them.

Her background working in Corporate Communications in Silicon Valley coupled with her extensive experience in the Fashion and Beauty industries has helped her become an expert at helping brands communicate with the black community through the art of storytelling.

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This new beauty magazine is focused on makeup and women of color

"This week, Amaka is introducing another component to Cocoa Swatches, a mobile magazine called Skin Deep devoted to all things makeup for women of color, or “beauty exploration with melanin in mind.” The magazine features everything from exclusive NYFW backstage photos from MAC to commentary on cultural appropriation and an editorial dedicated to the concept of “nude” for darker skin tones."


Meet the Woman Behind Cocoa Swatches, the App Revolutionizing How Black Women Buy Makeup

There are several reasons why showing black women interacting with beauty matters. For one, it helps black women know what color work best on their skin tones. But more importantly: It helps debunk the myth that black women simply won't invest in quality makeup. ”



This Awesome App Shows What Beauty Products Really Look Like on Different Skin Tones

“The makeup community has been pretty vocal about the fact that many popular brands either don't make foundation shades for a wide enough variety of skin tones or neglect to show what their products look like on a range of skin tones. So Ofunne Amaka decided to take matters into her own hands (quite literally) and create an outlet for people to see what popular makeup products look like on darker skin tone.”



Finally, An App That Really Shows What Makeup Looks Like On Deep Complexions

“I’m all too familiar with the struggle of buying makeup only to realize later that the shade doesn’t quite complement my chocolate skin. Everything might look great in the packaging, but once you get home things can quickly go south. Not to mention the never-ending hassle of finding nudes that don’t look ashy. So when I found out about Cocoa Swatches, an app that showcases what several products actually look like on darker skin, it was a dream come true.”



Finally! An App to Help Black Women Find their Perfect Makeup Shade

“If you're like us, you swipe a lipstick on your hand or forearm to test the shade against your skin tone. And, while some websites like Maybelline and Lancôme showcase women in three different hues (typically fair, olive and a toffee brown hue) sporting the lipstick or eye shadow being sold, you can never be certain that the lipstick will look like it does on the model—particularly if you a woman of color. ”


Colourpop's Product Name Controversy Is Another 'Not Again' Moment 

"So the questions remain: where can we go from here? What can do we do to make this situation better? I firmly believe that tackling the diversity problem in the beauty industry must take a holistic approach that includes everyone from the CEO, to the social media manager, beauty chemist, beauty editor and consumer.

We need diversity in all of these roles; to not only acknowledge the problem, but continuously seek creative methods toward resolution. 

We need less “not agains” and more “finally, this is here.”


Black Beauty Blogger Creates App that Spotlights Makeup Swatches on Dark Skin

"While some brands are trying to incorporate swatches that include all skin tones, the majority of the major are still behind, leaving women to continue to play the guessing game when it comes to their beauty buys.

Enter Ofunne Amaka, the beauty and brains behind Cocoa Swatches, an app that shows how makeup swatches look against dark skin."



This Beauty Blogger Created an App to Show What Makeup Really Looks Like on Darker Skin Tones

“Although black women reportedly spend close to $7.5 billion annually on beauty products, fair representation in the beauty industry still manages to come short. It’s a challenge for black women to find products that are fairly marketed towards them and their array of skin tones and it’s even difficult for models to get their makeup done properly because artists aren’t fully stocked with the right products or trained in how to style natural hair. But one beauty blogger is taking a step forward in changing that."

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Genius New App Shows Exactly How Makeup Looks On Dark Skin Tones

“Even though there are more and more beauty companies creating really awesome makeup for a wide range of skin tones, most beauty brands still show their products on light-skinned girls in advertisements and commercials. That creates a major problem when the millions of girls that don't have that specific skin tone have no idea what products work for them.”