What is the difference between custom lip color and custom lipstick?

There is no difference at 10 Million Shades - custom lip color is our name for a custom lipstick made to your shade. Same made-to-order process, same small-batch blend, in the finish you choose.

Can I design a custom lip gloss shade?

Yes. Choose the color and the finish - sheer, blurred, shimmering or buildable - and we blend your custom lip gloss shade in a small batch.

Do you keep my shade so I can reorder it?

Always. Your exact shade recipe is saved in our shade vault, so a reorder comes back exactly the way you designed it. One shade you love beats forty you tolerate.

10 Million Shades — Custom Lipstick, Custom Lip Color & Personalized Lip Gloss

Q: Can I make my own lipstick color?

Yes. Tell us the color, send a photo, a swatch or a screenshot, and 10 Million Shades blends a custom lipstick to match it. Every shade is made one at a time, not pulled off a shelf.

Q: What is a personalized lip gloss?

A personalized lip gloss is a gloss made for one person instead of a mass shade range. You choose the color, the finish and the depth, and we blend a custom lip gloss shade that is yours alone.

Q: How much does a custom lipstick cost?

Custom Lip Color is $24, and a $9 trial shade lets you test the match before you commit to a full size. Trios and discovery sets are available for anyone who wants more than one.

01 — Process

How It Works

From your face to your formula. Upload, adjust, done — your perfect shade, engineered by AI and blended by artisans.

Upload Your Photo

Show us your beautiful face. Any lighting, any angle — just be you.

AI Reads Your Skin

Our AI analyzes your skin tone and undertone to build your color profile.

Upload Inspiration

Found a color you love? Drop in the reference — a swatch, a photo, a dream.

Preview Your Shade

10MS renders a live preview of your custom color — before we make a drop.

Adjust It Your Way

Lighter or deeper. Warmer or cooler. Matte, gloss, or shimmer. You're in control.

Recipe Locked

Your exact shade recipe is created and saved — yours forever, perfectly repeatable.

Made Fresh For You

Your shade is manufactured in a small batch and shipped straight to your door.

Yours. Forever.

Your shade lives in our vault permanently. Reorder anytime — it will always be you.

02 — Collection

Starting With Lip Color

Your signature shade starts here — a custom lipstick in your color, or a personalized lip gloss shade made only for you. Eyeshadow, foundation, palettes — coming next. This is just the beginning.

Custom Lip Color

Your dream shade, custom blended

$18 — $25

Shade Discovery Set

Try 3 custom shades, keep your favorite

$55

Trial Shade

Sample size — test before you commit

$10

03 — Philosophy

“

Makeup rules? We don't do those anymore. This isn't about covering up — it's about showing up. Bold or minimal. Soft or unapologetic. Your face, your mood, your moment. Beauty doesn't have an age limit — and it definitely doesn't ask for permission.

— 10 Million Shades • Wear it your way

Any Color You Want. We Will Design.

If you can imagine the color — for lips, eyes, face, palettes, or anything — we can make it. That's the promise. That's the brand. That's the revolution.

04 — Beliefs

What We Stand For

No rules. No limits. Just your color, your way.

Infinite Choice

Not 50 shades. Not 500. Every single color that exists — and some that don't.

Made For You

Mass production is out. Custom formulation is in. Your shade exists because you imagined it.

Premium Quality

US-made, small-batch, clean ingredients. Custom doesn't mean compromised.

No Permission

Wear what you want. Be who you are. Makeup is self-expression, not conformity.

05 — Answers

Custom Lipstick, Answered

Everything people ask before they make their own lipstick color with us.

Can I make my own lipstick color?

Yes. Tell us the color — or send a photo, a swatch, a screenshot — and we blend a custom lipstick to match it. Made one at a time, never pulled off a shelf.

What is a personalized lip gloss?

A personalized lip gloss is a gloss made for one person instead of a mass shade range. You pick the color, the finish and the depth — sheer, blurred, shimmering or buildable — and we blend a custom lip gloss shade that is yours alone.

Custom lip color or custom lipstick?

Same thing, two names. Custom lip color is what we call a custom lipstick made to your shade: your face, your undertone, your finish, your recipe.

How much does a custom lipstick cost?

Custom Lip Color is $24 — and a $9 trial shade lets you test the match before you commit to a full size. Trios and discovery sets for anyone who wants more than one.

Does my shade come back the same every time?

Always. Your exact shade recipe is locked in our shade vault — reorder and it is precisely the color you designed. One shade you love beats forty you tolerate.

What can you custom match?

Anything you can imagine for lips, eyes or face — a favorite discontinued shade, a dress, a flower, a mood. If you can picture the color, we can make it.

Still wondering something? Ask us — we answer every one.