Wednesday, February 27, 2013


Forget squinting at tiny beige colour swatches on your computer screen, or roaming aimlessly through 
department stores. There’s a better way for online shoppers to choose a new foundation and pick the 
perfect shade. is a global project launched in 2012, creating the world’s largest usable database of 
matching foundation colours.
With over 90,000 people from all over the world entering their matches, this free online resource aims to 
save women time and money in the search for their ideal foundation product. 

By simply entering details of foundation shades you have tried before, will recommend 
similar colours in various products and brands, essentially eliminating the need for you to physically go 
into a store to ‘try before you buy’ your new foundation shade. 
Findation’s unique algorithm delivers results from over  470 beauty brands,  2500 products and  16,000
foundation shades. 
The beauty of is that recommendations become more extensive as more people worldwide 
enter their matches – meaning more choice for the consumer.
Click here to view a short instructional video on how to use the site, narrated by founder Kate Morris. 
Test it for yourself at


Though nothing can replace the joy of the old,orthodox physical shopping (yes that is a term,) will this site be helpful to those in need to shop foundations online.

What do you think?




  1. Personally, I always prefer physical shopping where I can feel the texture and see the product for myself. This site would help if I want to order from a brand that isn't available in India yet. But then, also has a fab foundation matrix that does the same thing as

  2. Wow! This indeed sounds like a haven (add savior) for make-up amateurs like me! Thank you for sharing :)
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