My Lovely Followers

Thursday, March 14, 2013


MEDIA RELEASE – 24 February 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


The idea for was conceived from founder Kate Morris’ desire to help customers visiting her 
online store buy the right shade of foundation online.

“Every single day we had people saying, ‘I want to try this new foundation but I don’t know what colour I 
need’. On-screen swatches are next to useless when you’re talking about 8,000 shades of beige.”

“I thought: wouldn’t it be great if there was a site that would tell you all the shades that were similar to what you were already using? There wasn’t one. So I had to build it!”


Amna said...

I just love so much.It gives me access to all the foundation shade matches without ever having to try or buy any.I recently got catrice 18 hr foundation after getting recommendation from the site and it was a near match.Pretty good

beautydiva said...

@SHEHRZAD- i also tried and it def helps. Makes ol purchasing much easier :)

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