Our virtual doors opened on November 30th, 2010 with only 15 loose eyeshadows, all formulated and hand made by our founder, Chloe, who was just 16 years old. As our founder has grown and evolved into the woman she is today, she decided it’s time for her brand to grow and evolve with her.
We spent hours upon hours, days upon days trying to find the perfect name. It was right in front of us the whole time. “Shroud”, a word we have seen countless times in our favorite video games and books. Meaning to obscure something from vision, it was perfect.
Our new logo
An eye, being struck through, meaning to obscure vision/ shroud from view.
Our founder was born legally blind, so the logo is a little piece of her as well.
Now, for some geekery, our logo was slightly inspired by the ‘detected’/ ‘hidden’ symbols in the Elder Scrolls video games, which appeared on screen when your character was crouching/ sneaking around.