Trying to correctly guess your foundation shade from behind a computer screen instead of in a makeup chair seems, well, insane. Of course, going into a store and swatching a foundation in person is always going to be our preferred method. However, we’re living in 2023 and online shopping is just what we do, so for the sake of your own convenience, we may as well learn how to it right, right? Right!
With shade inclusivity on the rise (yay), we’re now offered a choice between a palette far more extensive than just light, medium and dark. And while there’s nothing (nothing I tell you!) negative about that, it can make for a panicked afternoon as you try to decipher the differences between MAC’s Studio Fix 63-shade range.
But through trial and error, with both great success and some spectacular fails, we’ve workshopped our elite list of tools to ensure you’ll have online foundation matching success every time.
How to find your foundation shade online…
Charlotte Tilbury Virtual Consultation With A Foundation Expert
Offered as a free service, book yourself in for a one-to-one consultation with a Charlotte Tilbury foundation expert. Enjoy a 15-minute video call with a beauty stylist where you’ll be asked questions about what you like and need. In return, you’ll also be able to ask any questions you may have yourself.
During the session your personal beauty stylist will take into consideration your skin tone, undertones and concerns as well as provide you with tailored tips and tricks for best applying a flawless layer of foundation.
Book a session, here.
If that’s not quite what you’re after, Charlotte Tilbury also offer their own foundation finding tool. Jump online, answer a series of questions and discover your perfect match.
Check it out, here.
Maybelline Foundation Shade Finder
If you’re a Fit Me Foundation fiend, head on over to Maybelline.com. Depending on whatever you’re in the mood for, they offer two different avenues to figure out your perfect match.
The first? Answering a series of thorough questions that will ask you to click on the colour which best represents your skin tone, the purple-hued shade that looks closest to the veins on your wrist (this will help determine your undertones) and selecting an image that you think looks the closest to you.
If you want to skip the survey, Maybelline will allow you to upload a selfie and match you with a foundation accordingly.
Check it out, here.
Findation
Findation helps match you with your perfect foundation shade by first asking you to enter one you’ve previously worn. Using an extensive database, Findation takes your previous foundation (brand and shade) to help make your next purchase a success.
Sound familiar? Findation sits across Adore Beauty (it was actually invented by Adore’s founder, Kate Morris), plus a bunch of other beauty websites. So if you’ve spent any time looking up foundation online, you’ve likely come across this tool.
Check it out, here.
Il Makiage
Scrapping the small talk and getting straight down to business, Il Makiage’s tool poses the question: what’s your skin type? Next stop, your preferred coverage and finish. From there you’ll be shown a series of images, each representing a different skin tone. Beginning with approx 12, you’ll be asked to select one which best represents you. From there, the same process is repeated, narrowing the selection each time.
The thorough questionnaire then asks about your undertones, previous foundation brand, whether you’ve experienced acne, flakiness or any other skin concerns, and lastly, your age. You can’t say they’re not thorough.
They then ask for your email address (because, data) and finally, the big reveal.
As with Maybelline and any other beauty brand offering its own foundation finding tool, the recommendations are limited to that specific brand’s own range.
Check it out, here.
Are there any other foundation shade finding tools?
Yes, plenty. From Nude by Nature to Clinique to Dior, more and more are popping up each day. However, as soon as you’ve grasped the concept of one, you’ve essentially understood them all. So you don’t need us to give you an explainer on every one in existence, just get out there and have a go.
Have you ever used a foundation finding tool? Did you have any success?
Wow, that’s good to know. I just kept buying the same brand because I was scared I will get the wrong shade.
Understandable – does happen!
Been using findation for years – very handy.
I also find it useful to google swatches especially when people are swatching a few foundations that they already own, and one of them is something I already own.
I like their idea of working from one you have been happy with from the past
When Fenty Beauty first came out I purchased it online and was asked my shades out of a list of brands I matched mine with the MAC shade I used at the time and got a shade way too light for me. I won’t do that again but I would buy two one a bit lighter and what I wouldn’t think would be my shade and just mix them.
I found it harder with the MAC one too – it was a bit miss and so was the Estee Lauder one and I was stuck with a very yellow EL foundation because I didn’t bother to return it online within the timeframe. Love my Armani one though!
This is good to know but I would prefer to buy in person if I can.
In person for sure, a bit like buying shoes online?
Best in person on a day light.
Get samples and have someone in-store shade match you. Also test the shade in daylight. I have used the online matching services before and they are still hit and miss.
Yes that is my thought too
I did the Armani online one and I received a sample of THE colour and product and from there it was LOVE so I purchased the full size.
Now that is a good idea of sending a sample and I would love that before I purchased
Wow what a good idea, send a small sample
I haven’t used a foundation finding tool before but sounds interesting, would like to give it a go.
I prefer to try first as nothing is better than checking out shade in person
I’ve never used a foundation finding tool before. I normally buy my foundation in store.
Findation is a godsend! Finds the perfect shade every time!
Good article I will probably refer back to it when I’m ready to purchase foundation
I don’t use foundation but maybe their is one for BB cream? , they all sound very helpful.
mm i shoudl try it
I prefer to get a sample and test it at home in day light. But getting samples these days is harder than it was in the past.
Samples can be a godsend! Yes, it’s crucial to test in daylight.
I like to get a sample, but as you say not easy sometimes.
This is really handy!
I rarely wear foundation but this is a great option
Findation sounds good, but I haven’t used it. If a brand only makes 2 or 3 shades, the lightest one will be perfect for me. When brands offer multiple shades, I have difficulty finding a match.
If buying a foundation online, I would only repurchase one I’ve used before.
Never heard of Findation before. Will check it out.
This is great. I always struggle withe getting the right shade when I buy online
Rarely would I buy a Foundation online because I like to go into the store and check for myself. But even then I can still get the shade wrong which makes me very annoyed.
Interesting apps.
I’ve never been very successful unless it’s something I’ve just before and I know which colour to buy.
I tend to use concealer more these days
I always prefer to by them instore.
I think the only way to find your correct shade is to try a few. It is really important to get the correct tone. Some have a red undertone and some a yellow undertone to their skin. I also need to see it on my skin in daylight to see if it looks natural or mask like.
yes I’ve actually used something like this before, i answered a few questions and it worked out really well for me.
These sound good, taking a lot of the guesswork out of it
I am not sure I’ve ever got this right. I should try again, I guess…
I love these tool – they’re fun but I’m just too scared to click the purchase button in case they’re all wrong. I only wear make up on special occasions so don’t want to waste my money on something I can’t use.
I love these tools – they’re fun but I’m just too scared to click the purchase button in case they’re all wrong. I only wear make up on special occasions so don’t want to waste my money on something I can’t use.
Handy to know.
It sounds like a good idea, but I prefer to buy the product instore, I can ask the sales staff questions and try different textures and shades.