As a makeup artist, one of my most frequently asked questions is, “How do you find your foundation shade?” With so many makeup brands and options available, I totally understand how it can be both confusing and overwhelming. Makeup should feel easier, especially with the new digital tools at our fingertips—but sometimes, having so many choices can actually make things more complicated.
When working with clients, I was always responsible for shopping and shade matching for each person. It could be overwhelming, but I knew my clients were depending on me to find their perfect match. I’m a huge fan of buying makeup online because, although not many people know this, you can return most—if not all—beauty products within a 30-day limit, whether they’re new or used. Just bring your receipt, and you’ll get your money back. That’s great news for anyone nervous about picking the wrong shade!
Research: How to Find the Right Foundation Shade
Whenever I got a new client I’d never worked with before, I was always a little nervous. I was responsible for finding the perfect match for someone I’d never seen in person. Here’s how I approached it:
- Review Social Media: I’d check out their social media pages to get a sense of their natural skin tone.
- Compare Foundation Shades: Then, I’d visit the online websites of the foundation brands I was interested in and researched. I’d pick 2-3 shades that looked closest to the client’s skin tone.
This process can feel difficult because you’re depending solely on visuals, and it can be hit or miss. But remember—makeup is art, and we’re working with a range of colors. It’s normal for this step to take a little trial and error. Try to have fun with it!
If you’re looking to do your makeup by tonight or tomorrow for an event, this process might feel too time-consuming. If you need quick tips, check out my other blog post where I recommend products, blending techniques, and step-by-step instructions.
Purchase Your Foundation Samples
Once you’ve picked your 2 or 3 shades, it’s time to purchase them. I haven’t mentioned foundation shade matching tools because of privacy concerns. As a makeup artist and a tech enthusiast, I’m cautious about submitting photos of myself to AI generators. If that’s something you’re comfortable with and have had success with, go for it! But you can absolutely find your ideal shade without using those tools.
You can either purchase full-size foundations or ask for samples. I usually prefer to buy the full bottle because sometimes samples aren’t enough for a proper test, for me. If you have the budget, remember—you can always return the shades you don’t like, even if the product has been used.
Experiment with Your Chosen Shades
Now that you have your shades, it’s time to experiment. This is a process that isn’t talked about enough. Online tutorials and edited content can make it seem like you’ll find your perfect match on the first try. But that’s rarely the case—even makeup artists have to experiment. Makeup is an art, and again you want to make sure you’re choosing the right shade for your skin.
How should you experiment?
Apply each foundation using the tips I’ve shared in my other article. (You can also follow the steps on this photo blurb as well!) After testing each shade, you should be able to tell which one is the best fit—or at least get a sense of whether you need to go lighter or darker.
If you try a lighter and a darker shade and still don’t find your perfect match, don’t worry—that’s normal. Some brands may not cater to your undertone, so try a different brand and repeat the process. Fret not, your shade is out there!
Pick the Best Match
Once you’ve tried your options, you should be able to pick your best match. If you’re still unsure, choose the closest fit and wear the foundation for a day. Sometimes, you just can’t get the full picture from a quick swatch. Wearing the foundation as you would for a normal day out will help you make your final decision.
Troubleshoot or Marry
At this point, you might realize you found a fit or made an error and need to try a different shade after wearing your foundation for a day. That’s totally okay! Makeup is a process, and sometimes it takes a few tries to get it right. If the foundation you chose is a great fit, congratulations—you’ve found your match!
If you ever need extra help, you can book a consultation with me. I’d be happy to help you shade match and find your perfect foundation.
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