MatchCo: custom foundation via a smartphone app

Scan and swipe for the perfect shade

Finding the right foundation is no easy feat. Finding a shade to match your skin tone often involves a compromise. Now, however, a new offering allows consumers to order a custom-blended foundation via a smartphone.

After downloading the MatchCo app, customers are prompted to perform simple skin scans of the wrist, forehead and cheeks. Each formulation is then prepared in the company’s California lab, and bottles are engraved with the customer’s name for an added personal feel. The concept was dreamed up Andy Howell and Dave Gross and is aimed at mass-customisation, but with a higher touch-user experience, bringing onboard seasoned make-up artist Nickolas Vidutenko – who has worked with the likes of brands including Chanel, Dior, Lancôme, Nars, Tom Ford and Gucci – as well as a dermatologist.


The result is a perfectly matched, water-based foundation ($49), delivered to your door in as little as 48 hours, that works for a wide variety of ethnicities and skin types – indeed, the company has yet to create the same blend twice. The moisturising cover-up has a lightweight, natural-looking coverage that combines easily with other cosmetics. It’s the ingredients that count, however, and MatchCo’s beneficial components include calming Bisabolol, green-tea extract to quench free radicals and reduce inflammation, and vitamin E, which revitalises the skin and lends it a natural, dewy glow.  


Although MatchCo doesn’t save scanned imagery, all of a user’s dermal data is kept in a private profile so that reorders are simple. It does recommend, however, rescanning every two to three months to get the colour right, as skin tone can change as much as 30 per cent over the course of a year due to sun exposure.

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