The pandemic has made in-store makeup consultations less common, and driven us toward online shopping for our favourite cosmetics. As convenient as it is to have makeup at your fingertips after adding it to your virtual cart, finding the best foundation for you online can be a bit risky. Luckily, Cult Beauty’s new foundation finder offers a solution.
The beauty website’s new MatchMe tool uses AI technology to help you find your match. After answering a series of five easy questions and uploading a selfie, you’ll see several options for a makeup base that will fit your complexion. With next-gen colour-matching, the Matchme tool studies your skin to ensure that those options are the best for you out of the thousands that Cult Beauty offers.
Cult Beauty partnered with US-based tech solution MIME, Make It My Experience, to make the foundation-finding tool a reality.
“I have been searching for a killer virtual foundation shade recommendation tool since I started Cult Beauty with mixed results – so we worked with MIME to create our own one,” says Alexia Inge, the co-founder and co-CEO of Cult Beauty. “Most of the offerings out there rely too much on the user’s knowledge of their skin tone and ability to identify detailed colour nuance, without understanding personal preferences like finish and coverage.”
MatchMe has been in development since 2019, and keeps improving. The more that people use the new tool, the more accurate the technology gets.
“Our team, along with Cult Beauty, understand that virtual try-on only brings the customer so far in the purchasing journey,” says Chris Merkle, CEO and founder of MIME. “We therefore have to be confident that when we suggest a product, we know it’s going to be the correct shades when the customer eagerly opens their parcel. MIME has dedicated years of research to solving this problem, so that customers are thrilled with every purchase.’
You can try Cult Beauty and MIME’s new MatchMe tool yourself here.
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