Clarins launches AI shade finder to set new benchmark in makeup matching

USA – Clarins has launched Clarins AI Shade Finder, an exclusive in-store AI-powered service that redefines precision in foundation matching by leveraging advanced spectroscopy technology developed over 30 years.​

The system converts any standard smartphone into a scientific analyzer, capturing multiple images under varying lighting conditions in under 60 seconds to decode each skin’s unique colour profile, including tone, undertone, and colourimetry. 

This approach surpasses single-photo methods, achieving a 96% accuracy rate compared to expert makeup artists, as validated through rigorous testing.

Initial pilots in France and UK stores delivered 70% conversion rates and doubled average basket sizes versus traditional consultations, while enhancing Beauty Advisor-client connections. 

Katalin Berenyi, Clarins Brand General Manager, stated, “Clarins is very proud to enrich our makeup expertise with a truly precise AI tool to complement our Beauty Advisors’ and makeup artistes’ professional advice.” 

“Beauty Advisors told us it transformed their relationship with clients with an added emotional layer, and customers loved how simple and intuitive the experience felt.”

The launch was developed in collaboration with IlluminateAI, a Silicon Valley deep-tech startup, the first worldwide to accurately measure skin tone and undertone using a standard smartphone, merging cutting-edge science with beauty expertise for the most precise shade-matching experience available today.

Rolled out to over 100 locations across France, the UK, Ireland, Italy, Switzerland, Mexico, and the UAE alongside the Double Serum Foundation in 37 shades, with spring 2026 expansions planned.

IlluminateAI’s Konrad Jarausch described it as encapsulating a decade of makeup science into an intuitive face scan, while Clarins IT head Laurent Malaveille praised its retail-first innovation. 

Similarly, e.l.f. Cosmetics launched “colour e.l.f.nalysis”, an interactive global digital experience designed to personalize beauty choices, mid last year. 

According to the brand, this platform is designed to help users find makeup shades that complement their unique features and connect them to a personalised, shoppable Pinterest board showcasing e.l.f. products aligned with their colour profiles.

The “colour e.l.f.nalysis” tool is set to analyze three key aspects of an individual’s colouring: hue (warm or cool), value (light or deep contrast), and chroma (bright or muted)—to determine their colour season.

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