Forget squinting at tiny beige colour swatches on your computer screen, or roaming aimlessly through department stores. There’s a better way for online shoppers to choose a new foundation and pick the perfect shade. is a global project launched in 2012, creating the world’s largest usable database of matching foundation colours.

With over 90,000 people from all over the world entering their matches, this free online resource aims to save women time and money in the search for their ideal foundation product.

By simply entering details of foundation shades you have tried before, will recommend similar colours in various products and brands, essentially eliminating the need for you to physically go into a store to ‘try before you buy’ your new foundation shade.

Findation’s unique algorithm delivers results from over 470 beauty brands, 2500 products and 16,000 foundation shades.

The beauty of is that recommendations become more extensive as more people worldwide enter their matches – meaning more choice for the consumer.

Click here to view a short instructional video on how to use the site, narrated by founder Kate Morris. 

Test it for yourself at

The idea for was conceived from founder Kate Morris’ desire to help customers visiting her online store buy the right shade of foundation online.

“Every single day we had people saying, ‘I want to try this new foundation but I don’t know what colour I need’. On-screen swatches are next to useless when you’re talking about 8,000 shades of beige.”

“I thought: wouldn’t it be great if there was a site that would tell you all the shades that were similar to what you were already using? There wasn’t one. So I had to build it!”

One thought on “FINDATION.COM

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s