- Jewelry brand J. Hannah released a compost-colored nail polish last week.
- Dull olive brown is considered “the ugliest color in the world” by market researchers.
- J. Hannah says the shadow is an example of the Jolie-Laide concept, or unconventional beauty.
Sometimes it’s worth going against the crowds.
In this case, where most brands could aspire to offer the most beautiful colors, jeweler J. Hannah found inspiration at the other end of the scale. The brand’s latest shade, announced last week, is a dull olive-brown color that it calls Compost.
In Pantone standardized terms, the color is 448C, known among market researchers as “the ugliest color in the world,” according to J. Hannah.
The French (of course) have a world for such an aesthetic: Jolie-Laide, which literally means “pretty and ugly”. Unconventional beauty, in other words.
“Compost is a statement in the nuanced line between revolting and luxurious, between hideous and refined. A reminder not to flatten the complexity of beauty in one note,” the brand said on Instagram.
“In other words, if you know, you know,” he added.
In an interview last year with fashion blog Into the Gloss, founder Jess Hannah Révész hinted at her motivation behind the soft natural shades she chooses to adorn her hands.
“I never felt that the nail colors I saw on the market were as nuanced as I would have liked, so with J. Hannah I wanted to create shades for others that felt the same, ”she said.
Others certainly feel the same.
“I just want to bathe in it,” commented one follower.
“Our dull girl summer,” said another.
“Someone recently sent me a DM to let me know my miso polish looked like ‘toe fungus’ so I’m guessing I’m just some ‘ugly colored’ sort of girl,” one said. other.
Beauty, as always, is in the eye of the beholder.