In 2019, finding the right nude for her nails was a struggle for Télle Moi founder Natel Allen. Lack of diversity was – and still is – a symptom of the beauty industry; but where some people make do, Natel made nail polish. From Etsy to Dragons’ Den – with a Top Boy cameo and a Glossier grant in between – Télle Moi is proving that inclusive beauty isn’t a passing trend.

What is Télle Moi?

Télle Moi has a loose translation in French to mean ‘like me’. I wanted the brand to reflect people who looked like me, and that’s always been the heart of it.

Our mission from the start was to create nude colours that weren’t just lighter or darker shades of pink. When I launched, my original brand phrase was, ‘Who said nude had to be pink?’, because from my own experience, finding a nude shade that actually suited my skin tone was incredibly difficult – especially on the high street.

The market has improved in the six years since I started, but it’s still an issue, and we’re still having this conversation – particularly now as a lot of brands roll back their diversity commitments.

Télle Moi exists to make sure deeper skin tones are always part of the picture, and that inclusive beauty isn’t just a passing trend.

Tell us about the inspiration behind the brand. Once you had the idea, what were the first steps you took to get it off the ground?

The idea came when I was looking for a nail polish for a job interview. I wanted something nude, subtle, and professional – but nothing in my local supermarket matched the shade I was picturing in my head. Everything that claimed to be ‘nude’ was just another version of pink, which didn’t work for my skin tone.

Once the idea struck, I went straight to Google to research how to make it happen. I started trying to find manufacturers who could create the colours I had in mind, but I struggled to find ones who could match my vision. Eventually, I found a provider that allowed me to mix and create my own shades. That’s where it all began.

From there, I started selling on Etsy, then created my own website, and launched an Instagram page. That online presence really helped the brand grow and build a loyal following.

Your nail polish is vegan, cruelty-free, and your gel polish is HEMA-free. Why is this important?

It was really important to me that our products were safe, ethical, and inclusive for both professional and home users. With the rise in nail allergies, especially among people using products at home, I wanted to make sure Télle Moi wasn’t contributing to that problem.

Finding manufacturers who could tick all the boxes – vegan, cruelty-free, and HEMA-free – was not easy. Nail polish has deep roots in China, which is still one of the largest manufacturing markets. But getting transparency about exactly what’s in each product can be a challenge. That’s why all of our products are tested by a UK chemist and have full cosmetic safety assessments.

It was also tricky to get manufacturers to replicate the shades I’d mixed myself, especially because many weren’t used to producing colours tailored for deeper skin tones. But persistence paid off.

“Télle Moi exists to make sure deeper skin tones are always part of the picture”

When it comes to choosing nude colours that suit darker skin tones, what’s your testing process?

I believe you can’t create inclusive nudes just by looking at swatches on a screen: you need to see how they look on real people. I’m lucky to have a diverse friendship group, so I test on a range of skin tones and undertones to make sure the shades enhance.

Customer feedback is a huge part of the process too. I’ll post swatches on Instagram, ask for opinions, and take that on board when developing new shades. Honestly, feedback has shaped so many parts of my business – not just the colours, but the website, packaging, and branding too.

What are your most popular shades?

For nail polish, Gracious Coffee has always been a favourite, along with Sugar Glaze.

For gel polish, Ada Bloom and See You Latté have been a great go-to for subtly easy-wear shades.

In builder gels, Dolce and Marshmallow are bestsellers: they make perfect bases for French manicures on deeper skin tones. Dolce is a beige-toned shade I personally wear under all my colours, and Marshmallow is a deeper-toned pink that isn’t too pink, so it looks beautifully natural.

What are your thoughts on the state of diversity in the beauty industry right now? What shows you that Télle Moi is making a positive difference?

There has been progress, but there’s still a long way to go. After George Floyd’s murder, there was a huge surge in support for Black-owned businesses and diverse products. But for some companies, it felt performative, and I’ve noticed a rollback in commitment since then.

For me, it’s about consistency – being there for the community I serve and making sure my products are always available. I believe I’m making a difference because customers tell me they’ve finally found a nude that feels like it was made for them, and that’s exactly why I started Télle Moi.

What’s been your biggest achievement so far?

Seeing our polishes featured in the background of Top Boy – with our posters in the nail salon scenes – was a pinch-me moment. Of course, getting through the rigorous process of appearing on Dragons’ Den was another huge milestone.

Tell us about your experience on Dragons’ Den. How did it come about?

Dragons’ Den was surreal! People don’t realise how much preparation goes into it; beyond knowing your numbers, you have to think about every detail: models’ outfits, your own wardrobe, the music you’ll walk out to, transporting your stock to the Manchester studios… even down to making sure your clothes look good on camera but aren’t too patterned.

It came about because the show emailed inviting applications, and of course I replied – who wouldn’t? It was nerve-wracking, but an incredible opportunity to share Télle Moi’s story on national TV.

Although you didn’t get investment at the time, what unexpected opportunities came from that experience?

The exposure was phenomenal: so many people discovered Télle Moi for the first time and placed orders. One of my Instagram followers even messaged me about the Black Equity Organisation, which was offering grant funding. I applied, was successful, and received funding to grow and professionalise the business.

A year later, I also secured grant funding through Black Girl Fest and Glossier. Those opportunities allowed me to rebrand, expand, and invest in the business in ways that might not have been possible without that initial Dragons’ Den spotlight.

What’s the next milestone you want to achieve?

I’d love to expand our shade range, secure more retail partnerships, and host more community-based events. Last year, we ran a ‘Sip and Mix’ class for our five-year anniversary, and it was such a hit that I’d like to roll it out further. It’s a perfect way to connect with customers, share the brand story, and let people get hands-on with creating colours.

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