For years, NYC-based dancer, choreographer, and lecturer Tamisha A. Guy used bandage tape—and, later, kinesiology tape—to protect her feet. But due to its limited color range, she often had to paint over it with makeup to match her skin tone, a process known as pancaking that is commonly used on pointe shoes. Because of the time, effort, and inconsistency involved, the method became a major “pain point,” Guy tells DRN.
When a colleague suggested she create her own line of tape, she leapt at the idea. Soon after, she realized other dancers were facing the same issue. And so HUETAPE was born. Founded in 2019 and launched to the public in 2023, the company provides athletic tape in a broader range of skin tones for “melanated individuals—those who have long been overlooked in the world of activewear and performance gear,” according to the brand’s website.
DRN spoke with Guy about HUETAPE’s product, how her dual role as dancer and entrepreneur informed its development, and what she hopes to see next for diversity in dancewear.
Product Development Rooted in Dancer Experience
While HUETAPE officially launched in 2023, Guy began product research during the early months of the COVID-19 pandemic in 2020, collaborating with a manufacturer in China to develop the tape.
“I asked them to create these beautiful brown shades,” she says. “It snowballed from there.” Pantone references were sent to the manufacturer, who returned samples for refinement.
Made from a blend of 95 percent cotton and 5 percent spandex, HUETAPE features medical-grade adhesive and is hypoallergenic, skin-safe, latex-free, and water-resistant. It is currently available in three shades—caramel, walnut, and espresso—both direct-to-consumer and wholesale. An almond shade is set to launch at the end of June, with plans for a 10-shade collection by 2028.
“I asked dancers to test the product in rehearsals, performances, and workouts,” says Guy. “That gave me real-world feedback on fit and function.”
Guy is currently the company’s only full-time employee, supported by part-time administrative and marketing help. HUETAPE also works closely with athletic trainers and physical therapists to refine existing product and explore future offerings beyond kinesiology tape. “We hope to develop a board of trainers and therapists in the near future to support product development,” she says.
A Balancing Act
Guy continues to teach and dance while leading HUETAPE. For 11 years, she was a dancer with A.I.M by Kyle Abraham—as well as rehearsal director for four of those years—while building the business. Balancing her entrepreneurial and dance roles has required discipline, but she finds it fulfilling.
“I’ve had to be present at each moment. I can’t be teaching and thinking about HUETAPE at the same time,” she says.
Guy would love to see more dancer-founded products, and sees dancers as natural innovators. “Dancers are naturally caring and intentional,” she says. “In terms of providing a service, that is innate to us. I am sure there are a lot of tools and resources that dancers still need that are not out there.” With each gap in the market, Guy remains curious to see who might fill it.
Growth Is Ongoing
When asked about the current diversity of dancewear, Guy acknowledges the progress that has been made in recent years.
“There are brands that are opening up and offering more skin-tone options,” she says, pointing to companies such as Nude Barre, Blendz Apparel, and, until its surprise closure in May of this year, Shades Dancewear, which offered leotards, tights, and ballet shoes in a broader range of skin tones.
“There can always, always be more,” she says. “This can expand to recovery tools such as kneepads, socks, and compression sleeves.”
Looking to the Future
HUETAPE aims to be part of the growing movement toward more diverse dancewear and accessory options. Its next steps include launching a new collection of compression socks in September and skin-tone cotton socks in early July.
Increasing HUETAPE’s educational offerings on how to use the tape is also of paramount importance. “I want people to understand how recovery tools can support them,” says Guy. To date, she has posted videos on HUETAPE’s YouTube channel explaining how to use the product for a range of common aches and pains.
“I see HUETAPE as being the one-stop shop for anything skin-toned, as long as it supports you in your recovery and healing,” says Guy. “I see us partnering with larger brands, stepping into the sports industry, working with the WNBA, and being a resource to elite athletes.” There is a long journey ahead, but Guy believes that finding the right people to support her will be key to continued success.
Rachel Marchica is a freelance dancer, writer, and movement instructor based in NYC.