Intelligent Beauty

Introducing the future of finding the perfect foundation

We’re proudly presenting…*drumroll please*… {MatchMe}: the future of finding foundation

From a swathe of 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, our intelligent tool takes the risk out of finding the perfect foundation. {MatchMe} harnesses cutting-edge, light-reading tech to serve custom results that fulfil your requirements – from shade through to finish – from iconic names such as NARS through to Too Faced and Charlotte Tilbury to Huda Beauty (we’re constantly adding new names to the mix).

{MatchMe} gets better with use which is where you come in. The technology learns and improves by retrieving your matches so, the more people try it, the better it gets! You’ll be guided through six simple steps – from selecting your coverage (sheer through to full) to uploading a selfie – with tips to ensure the most accurate match. Simply look for a trio of dots on the product page (under the brand name, above the shade swatches) and follow the link to discover your ‘Holy Grail’ base (tell your friends). 

Here’s what our co-founder thinks…

“I’ve been searching for a killer foundation shade recommendation tool since I started Cult Beauty, with mixed results – so we decided to create our own. Most shade finders out there rely too much on customer knowledge (who the hell knows their undertone!?) and ability to identify detailed colour nuance on a line-up of models of varying skin colour, without asking for personal preferences – like whether they fancy sheer, dewy, full or satin.

“The genius of MatchMe is that it’s a (wo)man/machine melange that layers sophisticated light-reading technology with live self-certification, run through machine-learning AI that improves the results with each use. I think our first try at this is already ten times more helpful than any other option out there, the ‘true match’ results are completely on point for me (and my fickle foundation wardrobe) and we will be improving it more and more as we, and the AI, both learn from our Cult Beauty customers.”

– Alexia Inge, Cult Beauty Co-founder and Co-CEO.


Verity Douglas

Verity Douglas

Content Editor

Verity is our Content Editor and a Cult Beauty veteran. Currently on maternity leave, raising Cult Beauty’s honorary ‘word nerd’, Tabitha, she speaks fluent ‘beauty’ and loves nothing more than the marriage of language and lip balm (and cleanser and candles… ad infinitum). Nothing can stop her from quoting Nancy Mitford, treating herself to yet another Bella Freud candle for her desk or buying that pilgrim-esque collared or heavily fringed outfit she’s been eyeing. You can trust her to debunk widespread beauty myths and dispense invaluable advice with ease…