Intelligent Beauty

What’s my shade? Colour match your foundation with MatchMe


Proudly presenting… {MatchMe}: the future of finding {foundation} online. From a swathe of *takes deep breath* 1025 shades, 51 products and 23 brands, we’re harnessing cutting-edge AI technology to steer you towards the best shade for your skin tone (not to mention your favourite finish and coverage). The one is waiting (call us Cupid)…


With in-store consultations increasingly tricky and more of us shopping for {make up} online, we bring you the future of finding foundation. Powered by next-generation AI, MatchMe will help you to find your best option – from shade through to finish – by using unparalleled colour-matching technology. 

Serving suggestions that meet your unique beauty needs to ensure your foundation looks totally you, MatchMe can find your perfect colour match from all of our bestselling brands (from Huda and NARS through to Too Faced and Urban Decay). Plus, if you need a little more help finding your next ‘Holy Grail’ base, MatchMe can hook you up with the formula and finish that will best suit your skin.


Want to know which of those 51 products you can get colour-matched on? We’ve made it super simple. When shopping our {foundation} category – or just browsing the site – all you have to do is look for a trio of dots on the product page (under the brand name, above the shade swatches) and follow the link to get started.

So, what are you waiting for? Head on over to {MatchMe} on your smart phone, snap a photo of your make up-free skin and wait for your matches to come in…


Emmie Thornhill

Emmie Thornhill

Deputy Content Editor

Emmie is Cult Beauty’s Deputy Content Editor. Her love of skin care began in primary school when she first learned the term “hormonal acne” and has been in a love-hate relationship with tea tree oil ever since. She lives in East London – where you can normally find her baking, tending to her plant jungle or planning her next tattoo or hair cut/colour appointment – and is known to start DMCs with you about your birth chart placements, the importance of wearing SPF every day and the difference between a vagina and vulva.