Color your nails. Change the world.
As many of you know, SquareHue is an online, nail polish subscription service on a mission. Every month our members are surprised with two or three luxurious, limited edition colors. The brand has set its standards high and delivers a 7-free clean formula, one of the cleanest in the industry, cruelty-free, vegan-friendly and proudly made in the USA.


What makes us truly unique is that SquareHue was intentionally created with the purpose of funding organizations that are changing the world. Currently a portion of all monthly subscription proceeds are donated for prevention awareness, protection of trafficked victims and prosecution of human traffickers, through The A21 Campaign.


What inspired us?
Four friends, a Cuban, a Brazilian, a Peruvian and an American (Cuban descent) were moved with compassion as we volunteered to host various cause-based organizations for a large event in Miami. We hosted the likes of charity: water, Feed My Starving Children, Compassion International, Samaritan’s Purse and of course The A21 Campaign. After meeting and interacting with these organizations, we knew something had changed within us. We could not return to our daily work routine and ignore the needs of those suffering in the global landscape.


We quickly realized we could not all quit our jobs and go dig a well in Africa. We have families and kids in school and college. Our positions at work and responsibility for a large number of people made walking out a “non-option”. Willingness was not the problem, logistics was. So, we set out to make a way where there seemed like there was no way. We reasoned that if they could not personally go and fix the problem, we would fund those that were already out there doing the work. What was needed was a way of making money to give money.


CoFounder and Creative Director, George Cuevas explains, “We did everything that every business book tells you not to do! Instead of writing a business plan, we did the opposite. We literally made a list of what we could NOT do. We had no money. We had no storage space. We had no time. We had no product.” These shortcomings fueled our desire to find an answer versus just giving up.


Monday meetings.
Starting in March of 2012, we agreed to meet every Monday evening to brainstorm ideas (We still meet on Monday nights). Four months of meetings finally yielded a feasible business idea. A nail polish (small product, takes up little space) membership box (ships once a month, addresses the “time” issue) that is feasible (didn’t take huge capital to get inventory). That is only the product side though. We still had to build a company around the product. For that, we invested our professional skills (finance, engineering, technology and graphic design) and personal time to create a fashion-centric brand and strong online presence.


In two short years SquareHue has already donated to organizations like The A21 Campaign, PolishedGirlz, and local organizations like Touching Miami with Love. Company President and CoFounder, Laura Cuevas goes on to say, “We realize we cannot help everybody but it is our responsibility to help somebody.”


What’s next?
It is evident that the more SquareHue grows, the more we can give. We have recently applied for the Mission Main Street grant from Chase Bank. Our plans for the additional funding is to create an entirely new retail line to be made available online and in stores. This would open up tremendous opportunity to give more and to help more people in need.


How can you help? Go to link below and show your support by voting for them.


You can also become a member and you’ll quickly realize that you’re not just another customer that likes to paint their nails, you’re a partner helping to change the world.


the HueCrew