A graduate of Harvard Business School is hoping to alter the way consumers shop for color cosmetics for good. Grace Choi has launched a 3D cosmetic printer, Mink, that will enable users to print a lipstick or eye shadow in their chosen shade in the click of a button.

“I wanted to create a make-up product and I found out the make-up industry makes a whole lot of money on a whole lot of nothing. They do this by charging a huge premium on something that technology provides for free – color,” she told the Khalee Times.

Choi’s 3D printer uses FDA-approved ink, allowing users to simply print lipsticks, lip gloss, eye shadows, blush, nail polishes and brow powders as and when they come across their desired shade, for example, on the internet. The technology is targeted at young consumers who enjoy experimenting with different looks.

“We are going to grow with them and that is how we are going to change how the world buys make-up. Plus social media is their natural habitat – that is where they learn how to apply make-up, so clicking print is eventually going to be the next natural step,” Choi explained.