• The jewelry brand J. Hannah released a compost-colored nail polish last week.
  • Market researchers consider the dreary olive brown to be the “ugliest color in the world”.
  • J. Hannah says the hue is an example of the concept of Jolie-Laide or unconventional beauty.
  • For more stories see www.BusinessInsider.co.za.

Sometimes it pays to compete against the crowd.

In this case, where most brands could strive for the most beautiful colors, jewelry maker J. Hannah found its inspiration on the other side of the scale. The brand’s newest shade, announced last week, is a drab olive brown color it calls Compost.

In standardized Pantone terms, the color 448C is known by market researchers as the “ugliest color in the world,” according to J. Hannah.

The French (of course) have a world for such an aesthetic: Jolie-Laide, which literally means “pretty and ugly”. So unconventional beauty.

“Compost is a statement in the nuanced line between the hideous and the luxurious, between the hideous and the refined. A reminder not to reduce the complexity of beauty to a single note, ”the brand said on Instagram.

“In other words, if you know, you know,” it added.

In an interview with the fashion blog Into the Gloss last year, founder Jess Hannah Révész hinted at her motivation behind the muted natural tones she chooses to adorn her hands.

“I never felt like the nail colors I saw in the market were as nuanced as I would have liked, so I wanted to do shades with J. Hannah for others who felt the same way,” she said.

Others certainly feel the same way.

“I just want to bathe in it,” commented a follower.

“Our dreary summer for girls,” said another.

“Someone recently asked me to tell me that my miso paint looked like mushroom on the toe, so I guess I’m just an ‘ugly color,'” said another.

As always, beauty is in the eye of the beholder.

Get the best of our website by email every weekday.

Go to the Business Insider homepage for more stories.