How to facilitate the choice of the right foundation shade online? To address this problem, Make Up For Ever has launched a new online tool, dubbed Shade Finder, which determines the shade of Ultra HD Foundation that best matches the customer’s skin tone in just a few seconds.

The innovation comes right on time while a large proportion of the global population has been observing stay-at-home measures for several weeks. Shade Finder makes use of artificial intelligence to distinguish between subtle differences in complexion. The tool has been developed by a team of makeup artists and technologists from Perfect Corp.

Make Up For Ever has launched an online tool that enables you to find your...

Make Up For Ever has launched an online tool that enables you to find your ideal shade of foundation. (Photo: © Courtesy of Make Up For Ever)

Thanks to the new technology, which differentiates between 90,000 skin tones, the Shade Finder provides a guarantee of accurate results. It is very easy to use, the consumer only need to make a scan of your face using a computer, a tablet, or smartphone; once this has been analyzed the system will return a recommendation from Make Up For Ever’s Ultra HD Foundation range, which includes 50 shades.

"We are very excited to team up with Make Up For Ever to launch the online virtual AI Shade Finder, which will deliver a more personalized beauty experience to consumers. Now that the beauty industry is becoming more and more digitally driven, this inspiring partnership will reimagine the beauty shoppers’ journey and allow them to interact and engage with Make Up For Ever in a completely new and unique way," explains the CEO and founder of Perfect Corp., Alice Chang.

To take advantage of the new tool, just open up the application on the site, and launch the scan while making sure that your face is correctly positioned in the oval. Once your recommendation has been displayed, you can opt to buy it from the brand’s online store. The Shade Finder is already accessible to internet users in France and the United States.