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This tool finds a shade match via a scientifically developed scale, offering an inclusive and nuanced understanding of skin tones.
August 14, 2025
By: Rachel Klemovitch
Assistant Editor
Mary Kay Inc. has launched its cutting-edge AI Foundation Finder.
This uses intuitive technology to help consumers find their foundation match, while empowering Mary Kay’s independent beauty consultants to guide their customers in finding the right match.
Dr. Lucy Gildea, Mary Kay’s Chief Brand and Scientific Officer, said,
“AI Foundation Finder fuels our vision to be a beauty disruptor in the direct selling space and beyond. We are pioneering AI shade matching globally, helping consumers meet their foundation match within the diverse range of foundation finishes in the Mary Kay Flawless Face portfolio. Embracing beauty tech marks a unique opportunity to elevate the category and cultivate our next-generation beauty community.”
The AI Foundation Finder uses advanced artificial intelligence to scan a customer’s face on their mobile phone and provide personalized shade recommendations in seconds.
What sets this AI-powered tool apart is that it is informed by a scientifically developed scale offering an inclusive and nuanced understanding of human skin tones.
The technology captures the user’s skin tone using their camera and then matches it to the most accurate Mary Kay foundation shade by analyzing the user’s skin tone and the corresponding RGB values of the Mary Kay foundation products.
James Whatley, Mary Kay’s Chief Information Officer, added,
“The launch of our AI-powered Foundation Finder reflects a continued commitment to innovation in personalized beauty. By leveraging an exclusive AI technology in the Direct Selling channel, we’re able to provide shade recommendations in seconds, while making the consumer experience intuitive, inclusive, and enjoyable.”
The Mary Kay AI Foundation Finder is based on a proprietary 10-shade scale designed to accurately represent a wide range of human skin tones with inclusivity and precision in mind.
The user’s camera captures real-time tracking of the user’s input video or images with precise detection of 151 facial feature points.
The tool is now available in select markets and will be rolling out globally in the coming months.
How AI is Reimagining the Makeup Discovery Journey
Haut.AI Launches SkinGPT for Virtual Skincare Try-Ons
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