The beauty brand is offering foundation recommendations based on a brief online quiz, forgoing tech integrations like AR that other beauty retailers are using for a streamlined approach to personalization

New York-based makeup brand IL MAKIAGE will match virtual customers to their perfect shade of foundation based on a streamlined quiz, and without requiring any photos or images of their skin. The PowerMatch quiz works via an algorithm based on over 700 skin tones as well as hundreds of thousands of other data points.

The AI foundation recommendation isn't just based on color, but also on skin type, skincare routine and personal preferences, like a matte finish. The brand doesn't shy away from the concept of “high maintenance,” and in fact embraces it as part of its philosophy, calling all high-maintenance consumers to not settle for less than the best product, and the perfect match.

 

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With 90% accuracy, the concept has the potential to significantly improve the process of buying makeup products online, always a tricky endeavor even with the use of AR or other technologies. To offer even more assurance in the pre-purchase phase, IL MAKIAGE offers a “Try Before You Buy” program that gives customers the chance to trial their match for 14 days before purchasing, with the option to return and pay only the $5 shipping cost.

The initiative is more than just IL MAKIAGE's way of joining the personalization trend within beauty: It is also a way to give back, as all returned foundations are donated to Project Beauty Share, a non-profit that provides cosmetics and other products to women overcoming abuse, addiction, homelessness and poverty.

IL MAKIAGE

New York-based makeup brand IL MAKIAGE will match virtual customers to their perfect shade of foundation based on a streamlined quiz, and without requiring any photos or images of their skin. The PowerMatch quiz works via an algorithm based on over 700 skin tones as well as hundreds of thousands of other data points.

The AI foundation recommendation isn't just based on color, but also on skin type, skincare routine and personal preferences, like a matte finish. The brand doesn't shy away from the concept of “high maintenance,” and in fact embraces it as part of its philosophy, calling all high-maintenance consumers to not settle for less than the best product, and the perfect match.