New website Findation.com has solved one of beauty’s great dilemmas: how do you find your matching foundation colour in a brand you haven’t tried before?
In the past, buying a new foundation online, without going into a store to find your colour, has been next to impossible. Now, simply by entering the shades you’ve used before at Findation.com, you can view recommended colour matches for all those brands and products you’ve always wanted to try.
How does it work? Findation.com founder Kate Morris explains: “Women all over the world visit the site and tell us which foundation colours they use. We then use an algorithm to figure out what colours are similar, across different brands and products.”
Morris, who is also the founder of Australian cosmetics e-tailer Adorebeauty.com.au, said the idea came about from trying to help her customers buy the right shade of foundation online.
“Every single day we had customers saying, ‘I want to try this new foundation but I don’t know what colour I need’. On-screen swatches are next to useless when you’re talking about 8,000 shades of beige.
“I thought: wouldn’t it be great if there was a site that would tell you all the shades that were similar to what you were already using? There wasn’t one. So I had to build it!”
The beauty of Findation.com’s algorithm is that its recommendations will become extensive and increasingly accurate, as more and more foundation users enter their matches. Morris recommends that users should save their profiles and return to the site regularly to see all their new shade recommendations.
Findation.com is completely free to use, and aims to be a global resource for beauty junkies everywhere.