It’s no secret that finding the right foundation shade can be tricky. The one you pick up might oxidize and appear a shade darker once it sets. Sometimes, a foundation shade could even be your wrong undertone. And a common dilemma: The shade you think works for you in one lighting might simply be too light or dark in others. Ultimately, the makeup product most of us reach for is the most complicated to shop for.
Color matching in-store is always an option, but not everyone has the luxury or convenience. Fortunately, many brands and retailers have online tools to compare and predict the shade that might work best for you.
But how do you use these tools? We reached out to makeup artists and beauty experts on their best tricks and methods to find your perfect shade online. Identify your undertone, skin type and more with their expertise — and you might just find it easier to shop for your next foundation.
Online methods to find your foundation shade
Current online foundation matching tools often have similar options to predicting your foundation shade. This is regardless of the formula, such as a powder, liquid or cream foundation, finish and product type (for instance, some tools can help with color matching your concealer and setting powder, too).
Before using these tools, it is important to have the following available:
- Your undertone: Key for shade matching; this can range from cool light to warm deep.
- Your skin type: Helps identify how a foundation might settle on your skin type.
- Previously used foundations: What might’ve worked for you in the past, might not now — or, it could!
These three details help online tools compare and contrast hundreds of foundations based on what you currently wear.
But what are the best color-matching services to use? If you’re new to these services, both of our experts recommend Sephora’s shade-matching tool as a start.
“Sephora’s Color iQ system scans your skin tone in stores, but they also have an online quiz,” says makeup artist Tamara Boyd. “It recommends foundation shades across the brands they carry based on your answers, including your undertone and preferences.” But if you end up not loving the shade or formula, makeup artist Randall Intrabartola suggests taking advantage of their return policy, or going right to the source.
For extra shade confirmation, Findation is another popular service Boyd recommends, but you can also take advantage of match finders from other beauty retailers like Ulta. If you’re shopping a specific brand, such as Maybelline, Giorgio Armani and Bare Minerals, you can use their own online services to compare and contrast shades.
Where to swatch your foundation
Although swatching on your face might seem like the best option, the rule of thumb for shade matching is looking to your neck and chest. However, Intrabartola says it depends on the shade of your entire body.
“The best place to color match if your face and body are the same color would be your jawline,” recommends Intrabartola. “If you often tan your body and not your face, meaning your face is much paler, then I’d recommend shade-matching to your neck or chest.” For those who have discoloration, such as from hyperpigmentation, she recommends matching to your neck.
Best foundations to shop, according to makeup artists and editors
Best for melanin-rich skin tones: Black Radiance Color Perfect Liquid Make-Up
What we like
- Affordable
- Made for melanin-rich skin
- Full coverage
Finish: Natural; full | Formula: Liquid | Best for: All skin types
With a rich shade range for deep and dark tones, Black Radiance is all about more inclusivity in beauty. “Black Radiance foundations are especially fantastic for melanin-rich skin tones, providing a range of shades that perfectly complement various undertones,” says Boyd. “Whether you’re looking for a radiant, matte or satin finish, their formulas deliver long-lasting, true-to-tone color that looks great on all skin types.”
Editor’s note: Although Boyd previously worked with Black Radiance (unsponsored), she enjoys the brand for personal use, too.
If you’re new to cushion formulas: MISSHA Magic Cushion Foundation
What we like
- Hydrating finish
- A little goes a long way
- Easy to apply
Finish: Natural; full | Formula: Cushion | Best for: Acne-prone skin
“The initial finish leaves my skin feeling hydrated and looking dewy but not greasy, and I find that it doesn’t dry up and become patchy throughout the day, which is an issue I come across with a lot of foundations,” notes senior SEO editor Jess Bender. “Just note that the accompanying puff absorbs a *lot* of product, so be mindful of how much you dab up before applying.”
A foundation that stays put: Makeup Revolution Skin Silk Serum Foundation
What we like
- Lightweight
- Only needs one pump
Something to note
- Bottle shade isn’t consistent
Finish: Natural; light to medium | Formula: Liquid | Best for: All skin types
When associate editor Kamari Stewart first tried this foundation, she was “pleasantly surprised how well it held up against both rain and sweat.” She also added that the foundation only required one pump to cover the entire face and is “super lightweight and feels like a second skin.”
Most breathable: Rare Beauty Liquid Touch Weightless Foundation
What we like
- Weightless feel
- Great shade range
Finish: Natural; medium | Formula: Liquid | Best for: Normal and combination skin
When she wears this foundation, associate editor Shannon Garlin forgets that she even has it on. “I’ve been wearing it for a year and it really does feel lightweight and it’s moisturizing,” she mentions. “Plus, it has impressive coverage for how weightless it feels.”
Best foundation stick:Fenty Beauty Eaze Drop Stick Blur + Smooth Tint Stick Foundation
What we like
- Crease-proof
- Shouldn’t transfer or fade
- Buildable
Finish: Natural; light to medium | Formula: Cream; stick | Best for: All skin types
Earning our stamp of approval for the ‘best overall foundation stick,’ we had to include Fenty’s stick foundation in our 2024 Beauty Awards for equally seamless blend and coverage. It’s great for those looking for lightweight, buildable coverage. Plus, the brand claims it is transfer- and fading-resistant.
A ‘powerful’ pick for long-lasting coverage: Danessa Myricks Yummy Skin Blurring Balm Powder
What we like
- Great shade range
- Absorbs sweat and oil
Something to note
- Might not work for dry skin
Finish: Matte; light | Formula: Balm | Best for: Natural, combination and oily skin
Danessa Myricks’ blurring balm promises to reduce texture and absorb excess sweat, all while providing excellent coverage. Boyd even calls it a “powerful tool” to have in your kit. “It’s perfect for those seeking a natural, matte finish with a blurred effect that holds up all day,” she raves.
For second-skin: Rabanne Fresh Touch Foundation
What we like
- Skin care-infused
- Lightweight
Something to note
- Mixed reviews on undertones
Finish: Natural; light to medium | Formula: Liquid | Best for: All skin types
“This feels like a skin tint but still covers and evens out the skin,” boasts Intrabartola. “It’s a vegan formula that wears all day while keeping the skin hydrated and glowing.” According to the brand, you can also expect up to 24 hours of radiance.
An MUA- and editor-favorite: Haus Labs Triclone Skin Tech Medium Coverage Foundation
What we like
- Skin care-infused
- Reduces redness
- Great shade range
Finish: Natural; medium | Formula: Liquid | Best for: All skin types
It seems that all of the beauty community has tried and loved Haus Labs Triclone Skin Tech foundation. The formula is so good, we gave it the title of ‘best 2-in-1 medium coverage foundation’ during our annual Beauty Awards. But Intrabartola is a fan, too, because “it has a beautiful real-skin finish that’s long-wearing” thanks to a skin care-infused formula.
If you love a radiant finish: Nars Natural Radiant Longwear Foundation
Finish: Natural; full | Formula: Liquid | Best for: Dry, combination and normal skin
Boyd says this Nars foundation is a go-to pick to use on her clients. “This formula offers a perfect balance between long-lasting wear and a luminous finish,” she says. “It’s easy to blend, looks stunning on camera and works beautifully for normal to combination skin.”
How to identify your undertone
You might ask yourself: Does undertone really matter? Knowing your skin’s natural undertone helps your foundation blend more seamlessly. A mismatched undertone could make your skin appear pink, grey, ashy or orange — the opposite of what we’d want the product to do.
Your undertone (warm, cool and neutral) is the tone that’s underneath your complexion. Most often, you can determine your undertone by looking at the veins on your wrist, our experts suggest. “If they appear blue or purple, you likely have cool undertones,” explains Boyd. Those with greenish veins should have warm undertones. But if you see a blend of the two, Boyd says this implies that you have a neutral undertone.
But if that trick doesn’t work, Boyd recommends looking at the jewelry you wear. Gold often compliments warm undertones, and silver works best on cool undertones. Both metals will suit neutral undertones equally. She also adds that how your skin reacts to the sun is a teller, too. “If you burn easily, you’re more likely to have cool undertones. If you tan easily, you likely have warm undertones,” she notes.
How to fix an incorrect foundation shade
Even the most prestige online tools aren’t perfect (and in-person swatching can have its faults too, when it comes to lighting). Fortunately, “there are products out there to help adjust foundation shades that are too warm or too dark,” mentions Intrabartola. These products are labeled as color adjusters and often come in hues of yellow, blue, red, green, white and orange to adjust a shade to your liking.
- Yellow adjuster: “If your foundation looks too pink, adding a yellow adjuster can help neutralize it,” says Boyd.
- Blue adjuster: Just a few drops of blue can cool foundations that are “too orange or warm,” adds Boyd.
- Red adjuster: Boyd recommends using pink or red adjusters when a foundation is “too yellow or flat,” and needs more warth.
- Green adjuster: “For people with olive undertones, some brands offer a greenish adjuster to create a more accurate match,” Boyd claims. Green is also great for neutralizing redness.
- White adjuster: “White will help to lighten a shade that’s too dark,” comments Intrabartola, but you may want to mix any of the adjusters in this list for a better blend.
- Orange adjuster: Use an orange adjuster when your foundation is too cool and needs to be warmer.
Frequently Asked Questions
Why is it important for a foundation to match the neck?
Earlier, our experts suggested to identify your color throughout your body for the right shade. But a good starting point for those who are unsure is the neck.
In fact, we often hear to ‘not forget the neck’ when it comes to skin care, but it is an important statement in makeup, too. “You want your foundation to match your neck so there’s not an obvious start/stop from where your makeup is applied,” says Intrabartola. “This is known as the ‘line of demarcation.’
Since our neck can sometimes be lighter than our face and body, that’s why we refer to our color from the top, down. If you ever notice a mismatch, especially around the chest, “I recommend blending your foundation all the way down the neck in this case,” the makeup artist adds, or using a bit of bronzer all over.
Should foundation be lighter or darker than your skin tone?
Concealer, bronzer and contour can be viewed as more experimental when it comes to what tones we use. Concealer can be used to brighten with a lighter shade, or look more neutral with an exact shade match. For contour and bronzer, you can go lighter or a bit darker, depending on how intense you want a shadow. Foundation, on the other hand, can be a bit tricky.
Both of our experts agreed that when it comes to foundation, it should be your exact skin tone for the best blend. But as we’ve covered, matches are not always exact.
“f your foundation is too light, use bronzer to contour your face and set it with a darker powder,” Boyd details. “If your foundation is too dark, use concealer to carve out your cheekbones and highlight under your eyes, chin and forehead. Essentially, you can use a darker foundation for contouring or bronzing, while using concealer to lighten your face.”
How can I identify my skin type?
With different foundation finishes on the market, shopping for your skin type can help your makeup ‘sit’ better on your skin. Matte formulas, for example, might ‘feel’ more comfortable on oily skin than it does on dry. The same applies for more dewy formulas: Dry to normal skin might prefer these hydrating finishes compared to more oily complexions.
If you’re unsure of your skin type, there are at-home tricks to follow:
Our experts equally suggested washing your face with water, and letting it dry. If your face feels “tight” after, you might have dry skin. “If your T-zone (forehead, nose, chin) appears shiny while your cheeks feel normal or dry, you probably have combination skin,” suggests Boyd. “If your entire face feels greasy or appears shiny, you likely have oily skin.” Normal skin types shouldn’t experience the above.
Meet the experts
- Tamara Boyd is a professional makeup artist.
- Randall Intrabartola is an esthetician and professional makeup artist.
How we chose
The Shop TODAY editors and writers search the internet to find the best products out there. We interview expert sources, comb through customer reviews and even use our own personal experiences to make shopping easier for our readers.
As an editorial team, we independently create content and determine coverage based on research, reporting and what we think TODAY.com readers would like to read about. The goal of our content is to provide a service and inform readers who are on the hunt for the latest products to help make their life better. Items are sold by retailer, not TODAY. Pricing and availability are accurate as of publish time.
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