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Lookfantastic launches online shade matching tool to "revolutionise search for perfect foundation"

Sophie Smith
23 August 2023

Online beauty retailer Lookfantastic has launched a new data-driven ecommerce beauty tool designed to match customers with their perfect foundation shade.

The Lookfantastic Foundation Finder combines cutting-edge technology with scientific precision to bring the in-store, personalised shade matching experience online.

It is designed to shortlist the most accurate matches for shade, tone and texture, filtering out the foundations that don’t meet customer’s complexion requirements.


The data-driven approach allows consumers to find colour matches across the foundation category, and determines the closest match, as perceived by the human eye, which is then grouped into two categories - exact match and close match.

To achieve this, data from over 3,400 foundation samples has been analysed using a spectrophotometer to provide detailed information on the colour and finish of each foundation under different lighting conditions.

Customers can access the shade matching experience via a simple beauty questionnaire, which asks users about their current foundation, preferred coverage, type and finish.

Lookfantastic said it hopes the Foundation Finder will build consumer confidence during the online shopping experience whilst acknowledging individual preferences.

Its patent-pending software hopes to "transform the way beauty consumers discover and shop for their ideal foundation, making the quest for the perfect match easier and more accurate than ever before".

Keely Gough, Managing Director of Lookfantastic, said: "Our Foundation Finder is a breakthrough innovation aimed to empower our customers to take the guess work out of discovering their perfect shade and product match.

"Celebrating inclusivity and individuality sits at the heart of our strategy, so we made it a priority to design our Foundation Finder to cater to a wide range of skin tones and textures, ensuring that everyone feels seen, valued and beautiful."

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