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Sandra Halliday Published
August 24, 2025
THG’s Lookfantastic beauty webstore has launched what it says is a “ground-breaking data-driven e-commerce beauty tool” with the debut of Foundation Finder.
With recent years having seen the massive expansion of shade offerings to make the foundation arena much more diverse and inclusive, finding the correct shade is a key focal point within companies both for tech development and marketing.
And the growth of beauty online has also seen companies working hard to bring the benefits of the physical shopping experience to the digital realm.
The new Foundation Finder highlights the importance of data and is designed to “match customers with their perfect foundation shade”. It’s said to combine “cutting-edge technology with scientific precision to bring the in-store, personalised shade matching experience online”.
It uses data from over 3,400 foundation samples, including L'Oréal Luxe brands such as Lancôme, YSL, Armani, IT Cosmetics and Nars. This has been analysed using a spectrophotometer to provide detailed information on the colour and finish of each foundation under different lighting conditions. The software is patent-pending.
The data-driven approach “allows customers to find colour matches across the entire foundation category, and determines the closest match, as perceived by the human eye, which is then grouped into two categories — exact match and close match”.
And it’s “not just about finding the perfect shade — it is about building confidence during the online shopping experience whilst acknowledging individual preferences,” the e-tailer added.
The company said its development is part of “the rise of the phygital experience” and MD Keely Gough called it a “breakthrough innovation aimed to empower our customers to take the guess work out of discovering their perfect shade and product match” with the aim of revolutionising the purchase process. The exec also said that “celebrating inclusivity and individuality sits at the heart of our strategy, so we made it a priority to design our Foundation Finder to cater to a wide range of skin tones and textures”.