Shade Naming Is Storytelling: How Language Shapes Beauty Trends

In beauty, a name isn’t just a name. It’s a powerful storytelling tool, a bridge between the product and self-expression. For a long time, shades were named after the colour they were- red, nude, light pink.

In 2025, customers want more than just function; they want connection. A shade name that not only describes its colour, but also what the customer feels like wearing it. Language in the beauty world is becoming a way for brands to move beyond describing colour, and into describing identity.

At Pali Beauty, we believe deeply in the art of storytelling. Of crafting an identity rooted in tradition, yet allowing for boundless creativity; of retelling your origin story.

Why language matters in beauty

Colours have layers. Red isn’t just red- it symbolises power, attraction, boldness, depending on the context. A good name doesn’t just sit there on the box, it allows the consumer to connect more deeply to both the product and themselves. The right name taps into emotion, memory, culture. It can create a sense of belonging, where the customer sees themselves reflected within the brand.

Naming shapes the way people look at the product, how they share it, and why they buy it in the first place. It’s a powerful tool that tells our  story of the brand without having to say too many words. 

How we approach it

Naming our shades isn’t an afterthought at Pali. Every single one is designed to tell a story, a story that many of us Indian women share. Rooted in daily traditions and observations, each name is a stamp of nostalgia on the box. Terracotta Retold, Rose Reclaimed, Mauve Monologue- tell the stories of the rust-coloured roofs we walked past every day, of the flower markets filling the streets with their scent. The same colours and motifs we grew up seeing, reimagined.

For us at Pali, naming isn’t about description, it’s about intention. Every shade is a story, and every story is an invitation to make it your own.