TONAL Cosmetics
Mid-Range“Suncare-first complexion makeup for every skin tone.”
By Viktoria @vioda.makeup · Published · Updated
TONAL Cosmetics is a mid range makeup brand from the United States, founded in 2020 by Christal Alert. It's best known for its Sunveil Skin Defense Foundation (SPF 50), Suncare built into complexion makeup and Deep / melanin-rich shade focus.
TONAL Cosmetics was founded in 2020 by cosmetic scientist Christal Alert, who grew up between Barbados and Guyana and built the brand to close the gap between sunscreen and foundation use — noting that far more people wear foundation daily than wear sunscreen. The brand launched in Barbados, expanded to the United States in 2022, and centers on complexion products with SPF baked in and shade ranges tuned for deep and melanin-rich skin.
Its hero is the Sunveil Skin Defense Foundation, an SPF 50 base that went through eight reformulations before launch. TONAL was selected for Sephora's 2025 Accelerate incubator and the Maesa Magic Incubator and received grants from Glossier, BeautyMatter, and Female Founder World, with sales climbing sharply in 2024. As a BIPOC-founded skincare-makeup hybrid, it shares a shopper with LYS Beauty, Danessa Myricks, and Mented.
Popular Products
What TONAL Cosmetics is bought for. The ones we've found dupes for link through to the comparison.
- Sunveil Skin Defense Foundation SPF 50
Known For
Brand Philosophy
Protection should be effortless — complexion makeup with real SPF so sun defense happens automatically, across every skin tone.
FAQ
TONAL Cosmetics Official Channels
Where to buy, and how to reach TONAL Cosmetics customer service directly.
- Website
- tonalcosmetics.com