IT Cosmetics uses an offline reference to solve digital shade matching.

The Challenge

60% of consumers find it really challenging to find their foundation shade, and many of these consumers are women of color.

For consumers, finding the correct shade of foundation or concealer for their skin tone whilst taking into account their preferences, allergies and sensititivies can be complicated and they may find themselves going through a process of unnecessary trial and error. Customers have been increasingly wanting to match their shade at home or on the go instead of going to a store.

Brands that fail to assist customers in finding the right shade not only hinder their own understanding of consumer needs but also miss an opportunity to build a stronger connection with their customers. This is why the development of an inclusive range of foundation shades has always required extra attention and effort. to match customers to the right shade for them.

Increase in Conversion +30%

80% of new users match their skin tone

The Solution

The Foundation Finder is built from using an extensive product database that covers over 11,000 foundation products and 112 different foundation shades from big-name brands like M.A.C Cosmetics, Urban Decay and Bobbi Brown to smaller indie brands like Coola or Dr. Hauschka.

IT Cosmetics customers provide us with their existing foundation shade from their current brand. The skin matching algorithm then pulls information from the vast database and based on the foundation shade provided it then pairs the customer with the perfect foundation shade from the IT Cosmetics all-inclusive database.

For customers not knowing their foundation or concealer shade at all, we find the perfect shade from scratch by determining their skin tone and undertone through a questionnaire.

Why our Foundation Finder?

There are many solutions out there on the market to help users in finding the right foundation. The #1 reason why clients choose us is simple integration.

  • Sometimes the question is not just finding the correct shade. Customers often have unique needs and preferences when searching for a foundation, such as if it is vegan, suitable for sensitive skin or beneficial for dry skin. Our Foundation Finder addresses all of these issues.

  • You can expect better metrics across the board. Here are some metrics of IT Cosmetics:
    65% of all users take the quiz
    80% of new users take the quiz
    +30% conversion uplift
    2% click-through rate on the product

  • 1) Send us an Excel with your inventory and we make sure you have full coverage.
    2) We set up the Shade Finder and you simply create a CTA and copy & paste the provided code where you want the Foundation Finder to be displayed.
    3) You get access to the dashboard and full insights.
    4) You can connect with add-to-cart and wishlist and even show the best match on the PDP.

  • The Foundation Finder is built using an extensive product database that covers over 11,000 foundation products and 112 different foundation shades from big-name brands like M.A.C Cosmetics, Urban Decay and Bobbi Brown to smaller indie brands like CAIA, Coola or natural brands like Dr. Hauschka.

  • Finding the right shade on screen is tricky as colors appear differently on every screen. Additionally, a virtual try-on requires the user to be without makeup which ultimately excludes a lot of times during the day. Uploading a selfie could also mislead the recommendation as many use filters or the wrong lighting that does not represent the client’s skin tone best.

Providing our customers with an amazing shopping experience

★★★★★
“As a pure D2C Shop we want to give our customers an amazing shopping experience and the opportunity to dive into the world of IT Cosmetics. In that regard, a Foundation Shade Finder is an absolute must for us.”

LEA MEDLER, IT COSMETICS
E-SHOP MANAGER

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About Skin Match Technology

Skin Match Technology is the leading authority in Beauty Data and empowering beauty e-commerce worldwide. We build Software as a Service (SaaS) Solutions to enhance Product Discovery in Beauty E-Commerce.

We understand, that sometimes the question is not just finding the correct shade. Customers often have unique needs and preferences when searching for a foundation, such as if it is vegan, suitable for sensitive skin or beneficial for dry skin. Our Foundation Finder addresses all of these issues. We have built an extensive database with over 112 different skin tones, 11,000 skin tone-relevant products and over 50,000 Ingredients that enable us to combine skincare-related topics with shade matching.

About IT Cosmetics

Prior to launching IT Cosmetics, Jamie Kern Lima was an award-winning TV news anchor with beauty challenges including sparse brows and sensitive skin. She couldn’t find products that truly worked, so she decided to create them. Jamie partnered with plastic surgeons and dermatologists to develop problem-solving, skin-loving products that deliver real results. That’s when IT Cosmetics and Jamie’s mission to empower everyone to feel their most beautiful was born!