Pound Cake Cosmetics is an inclusive makeup brand that creates personalized lip products (like lipsticks and oils) formulated for specific skin and lip tones, challenging the "universal shade" concept to ensure colors appear true on diverse complexions, especially for Black, queer, and fat individuals, offering vegan, cruelty-free, and clean formulas that often have a signature "Cake Batter" scent and address issues like uneven lip tones.