- #Il makiage foundation colour chart skin
- #Il makiage foundation colour chart trial
- #Il makiage foundation colour chart series
While he declines to provide any technical detail into how the AI makes its decisions, he concedes that multiple models are running simultaneously on the website and that its strength lies in the amount of information fueling it: more than 1bn data points, which he claims is more than any other company he knows of. “So instead of forcing you to take a risk and to choose a shade, which is so tough, the algorithm does it for you.”
We have customers that have been using the wrong shade for so many years, in some cases decades,” Oran Holtzman, the company’s co-founder and chief executive officer, says. “There is a huge gap of knowledge between brands and consumers, a human doesn’t really know what you need. Rhiannon Williams wearing the Il Makiage foundation So, while the colour match was flawless, the same couldn’t quite be said for my complexion. However, it had a tendency to sink into the pores of my cheeks towards the end of the day and to flake around slightly drier patches on my face, particularly when I’d been wearing a mask. The colour match was spot on, and the foundation dried to a smooth, matte finish that covered blemishes while remaining light and without looking cakey. I was sceptical, but – true to the breathless ad testimonials – the foundation really did melt into my skin. Surprisingly the brief quiz returned shade #20 as my best match – the fourth lightest shade from the 50-strong range that looked significantly darker than any I’d ever reach for in Boots. After putting up with months of harassment from Il Makiage adverts on Instagram, I decided to put the algorithm to the test.
#Il makiage foundation colour chart trial
It took years of trial and error with tell-tale tide lines around my jawline to find a good match from clean beauty brand Bare Minerals when even expensive formulations from Chanel left me looking like I’d been Tangoed.
#Il makiage foundation colour chart skin
My incredibly pale Celtic skin has proved a challenge ever since I started wearing make-up. How good a match did the algorithm manage? Il Makiage’s quiz asks visitors to choose between images that represent their skin, but doesn’t assess an actual photo of their face (Photo: Il Makiage/i)Īlso, given that a single bottle costs £36, it’s undoubtedly bold for the company to charge shoppers close to the cost of a designer foundation for make-up they can’t test for themselves beforehand (it’s online-only), but Il Makiage’s 5m customers and reported revenue of $250m (£180m) during 2021 so far suggests that those incessant adverts are working their magic.
The New York-based company has been making headlines for its matching cosmetic technology and aggressive online marketing campaigns since it launched in the UK last May, making breathless testimonials such as: “I’m speechless, I’m actually speechless…” “This is my skin in a bottle…” “This is like, scary accurate…” commonplace on your Instagram or Facebook feed.įinding the right shade of foundation that doesn’t make you look either ashy or orange is among beauty’s biggest challenges, and despite UK consumers opting to shell out for skincare products over make-up last year after lockdown measures scuppered many opportunities to socialise, analysts are confident the UK’s 14.2m women and people who wear make-up who used foundation will continue to do so.Īs the company only sells one kind of formula, it’s unclear how questions probing how they apply their current foundation (brush, blender or fingers?), the brand they currently use or how often they wear foundation informs the shade selection.
#Il makiage foundation colour chart series
If the targeted advertising algorithms that power your social media feeds have deduced you’re a woman or someone who might enjoy wearing make-up, it’s highly likely you’ll have been exposed to a series of auto-playing videos extolling the virtues of make-up company Il Makiage in the past few months.
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