How HUE came to life - for Women of Every HUE

HUE was born from a simple yet
powerful realization—finding high-quality, natural-looking colored contact
lenses that prioritize both beauty and eye health shouldn’t be this hard. As
lens wearers ourselves, we were tired of compromising: unnatural shades,
uncomfortable wear, and products that didn’t meet medical standards. So, we set
out to create something better.

HUE is for women of every hue,
offering premium, medically approved daily contact lenses that enhance rather
than mask. We believe beauty should feel as good as it looks, and with HUE, it
does.

More Than Meets the Eye

HUE exists to empower women with
choice. We blend beauty with science, offering subtle, natural hues that don’t just change your eye color but elevate your confidence. Every lens is crafted with precision, ensuring comfort, safety, and effortless wear—because you deserve lenses that work with you, not against you.

Every Shade, Every Story

In simple terms, HUE means color. For us, it means “every kind of”. HUE represents diversity, individuality, and the freedom to choose a shade that feels like you. Our curated selection of nuanced, natural colors that intricately blend into each eye, ensure there’s a HUE for everyone.

You are at the center of everything we do. Every decision—from our shade range to our daily disposable format—is made with you in mind. HUE isn’t just about lenses; it’s about how they make you feel. We’re made for you.

Comfort. Clarity. Convenience. Confidence. You. HUE.
The “U” in HUE

FROM VISION TO REALITY

Finally—daily colored contact lenses in a choice of hues that match your discerning taste for quality, comfort, and style.

I founded HUE because I couldn’t find the perfect balance of selection, safety, and natural-looking beauty. Beyond that, I had a vision for a brand that would mean something deeper—for women of every hue.

Hi, I’m Maliekah Harjani, Founder of HUE.

My vision journey started young. I wore oversized glasses that took over my face until I transitioned to contact lenses—partly out of necessity, partly to stay true to a character in West Side Story. In
university, I experimented with colored lenses and fell in love with how they made me feel—just a little more stylish, a little more effortlessly confident.

That’s what I want for you.

Not just a lens, but a feeling. A quiet, effortless confidence that doesn’t demand attention but simply exists—because when you feel like the best version of yourself, it shows.

OUR PROMISE TO YOU

Exceptional Comfort

We craft our lenses with Advanced Comfort Technology designed for extended wear.

Quality Excellence

We maintain the highest quality standards, adhering to strict manufacturing and safety protocols. Our lenses are rigorously tested to ensure they meet the highest industry standards.

Daily Convenience

We only do one thing: daily disposable lenses, and we do it really well.

U Are at The Center of HUE

We’re committed to mastering your every need when it comes to the top-quality lenses and color options we produce. At HUE, we’re here for you. We co-created HUE with our customers, including brand identity & voice, lens design, and other visual elements.

Customer Service Mastery

We believe in overdelivering so customers aren’t just satisfied, they’re delighted. We’re dedicated to providing an exceptional customer experience by prioritizing your feedback and continuous improvement.