Today Naja have launched their 'Nude for All' range, a collection including seven shades to suit women of all skin tones.
Naja CEO Catalina Girald first got the idea while watching the 2012 Olympics and seeing Gabby Douglas wearing 'nude' coloured shoes that didn't match her skin.
"I used to be a gymnast so I'm always sensitive to those things, and it was the first time that it dawned on me that the wrap didn't exist in other colours," she told Cosmopolitan.
To create the seven shades, Girald used makeup to come up with base tones, narrowing the selection down to 23 different colours.
To choose the most representative shades, the brand used social media to find women willing to try on all the colours - then picked the ones that suited the most people.
Naja, which was co-founded by 'Jane The Virgin' actress Gina Rodriguez, uses environmentally friendly fabrics and design processes, and aims to empower women through its campaigns.
Naja’s garment factory primarily employs single mothers or female heads of households, implementing flexible work policies and providing aid for their children.
Starring alongside Rodriguez in the new campaign is a Silicon Valley software engineer for an electric car company, a ballerina from the San Francisco Ballet, a Bangladeshi-Muslim girl who fought being in an arranged marriage and a Harvard Business school student.
"We did away with fake wind blowing into models’ hair and poses singularly aimed at the male gaze in order to connect with the smart, courageous and sexy women of today," the brand states.
Naja bras are on sale for £35 and knickers for £12, £13, and £15. Each bra also comes with a lingerie wash-bag made by women in need from Colombia, supplied through the Underwear For Hope Program.