Makeup artist Kemi Ola Joseph founded KEM in 2017. After struggling with her own dull and dehydrated skin, she started her own personal care brand, with hopes of offering affordable premium cosmetics for diverse skin-tones and those who struggle to find good colour matches.
KEM have a wide array of makeup and skin care products, but the standout viral TikTok product is the KEM Like Butter Super Coverage Soft Creamy Concealer (£17). The concealer comes in 28 shades, is very hydrating, and gives a flawless finish.