How To Shop For Foundation Online, Including Savvy Shade Matching Services

Foundation is that one ‘try-before-you-buy’ product that often requires the help of our beloved beauty counter experts to find the perfect match. Yet now, even as our high streets burst back into business, it could be while longer until we can test and sample products again. According to global information company The NPD, 29% of us are not willing to queue for beauty products and 35% of us are not prepared to wait to test a beauty product. The solution? Virtual beauty testing.

Since lockdown began, beauty brands have become ever more innovative with their online platforms to help consumers find exactly what they’re looking for. Bobbi Brown, for instance, launched ‘Pro Artist In Your Pocket’, an online chat and video service to allow customers to seek advice from the Pro Artistry Team. Bobbi Brown has also noticed a 50% spike in searches for their try on tool, which involves selecting your shade range (from light to dark) before they send you a booklet of 6 shades to sample so you can find ‘the one’. Other brands like Elf Cosmetics are offering a virtual service on site whereby using your camera you can try on the different shades of foundation.

To find out more about virtual foundation matching, we’ve spoken to senior pro make-up artist at Bobbi Brown, Warren Dowdall.

What’s the best way to find your foundation shade?

‘Findation.com is such a great resource to help you choose the right shade,’ says Dowdall. Go to the website, enter your current foundation brand, formula and shade as well as any previous foundations you’ve owned and their shades (the more brands/shades the better). Findation will then generate a list of umpteen different foundations in your suggested shades based on your current/previous foundations.'

‘Also read customer reviews of the foundation on the brand’s website to gauge whether it’s the right foundation for you.'

Another way, as with the Bobbi Brown Pro Artist In Your Pocket, is to video chat with an expert online who can match your skin tone. Bobbi Brown, By Terry, Trinny London and Code 8 are currently all operating virtual beauty appointments on their website (to find out more about the virtual beauty appointments available click here). Simply book a slot and one of their beauty experts will be on hand to offer bespoke advice. Just make sure you're in a well-lit room and have taken off your make-up beforehand.

What should you avoid when shopping foundation online?

‘The biggest mistake to avoid is to try to shade match using names,’ advises Dowdall, ‘the shade Beige in one brand does not always translate to the Beige in another.’

‘It’s always a good idea to have two foundations in your makeup bag - one that perfectly matches your skin tone, and the other slightly darker for the summer months.’ So, as the weather creeps up in temperature and we’re outside more – it’s worth opting for a shade or two darker than your norm. ‘If you have fair skin that doesn’t tan easily, just go one shade up. But if your skin tans really easily, go up to two shades darker - you can always create a custom shade by mixing the two bases as your skin tone changes throughout the year.’

Can you virtually try on other products as well as foundation?

It’s not just limited to foundation - Chanel, Mac, Maybelline, Estee Lauder and Charlotte Tilbury (to name a few) are all offering virtual try-on services where you can test hundreds of lipstick shades, eyeshadow palettes and even mascara all through your laptop/mobile phone camera. Easy!

If you're not sure where to start, shop our favourite foundation brands and formulas here:

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