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  • The hunt for the perfect foundation is going mobile
  • The hunt for the perfect foundation is going mobile
    Yelp Inc, Creative Commons (2016) ©

How is customisation revolutionising beauty?

The beauty world is being transformed by new technologies that personalise products to the individual, offering perfectly blended foundation and uniquely formulated hair care. How might customisation impact this historically segregated sector? And could tailored cosmetics become the norm?

Location North America / Northern Europe

Finding the perfect foundation can be nearly as daunting as finding a partner. In fact, research by Sephora suggests that, on average, a woman will buy the wrong colour foundation seven times before finding her ideal shade. [1] Now, new technologies are making this task as easy as a swipe and a tap – and with the beauty industry continually failing women of colour, it’s a change that’s been a long time coming. [2]

Apps such as MatchCo and Melange Beauty (whose user base is 60% non-Caucasian), hold the promise ...



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  • MatchCo is an app that creates custom foundation

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