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How Our Tech-Powered App Finds Your Perfect Concealer Shade

Just a few short years ago, dipping into an in-store tester of makeup to find the right concealer shade was the only option for matching one's complexion. And now? It's just one option. Thankfully, online shopping trends were already driving AI tech to help people find the perfect shade of makeup virtually, long before the pandemic made in-store testing less appealing. Using a combination of machine learning (in this case, feeding a machine a massive catalog of images of different skin tones so it can “learn” to identify real-life complexions) and AI, companies like Beauty Labs have figured out how to take swatching your makeup virtual — and with highly accurate results. 

Rose Inc’s version of this is called Shade Finder. It’s a tool that helps online and in-app shoppers find ideal makeup shades in seconds flat. No swatching on skin and no lengthy quizzes, just the right shade of makeup, right now. It’s easy. Snap a photo, answer a couple of questions and get matched with your best makeup shade. But how does it work? Ahead, see how the latest in machine-learning tech is making buying makeup online easier than ever.

Rewriting the rules for taking your best selfie

Forget bouncy hair and the perfect smile; this selfie only requires the clearest read of your facial features and skin. That means holding your head in a central position, pulling your hair back, ditching glasses, hats and anything else that might cast a shadow, and stepping into natural light. “This will give the most even sort of analysis of your face,” says Smith.

Expert tips, without the YouTube video

One of the perks of buying makeup IRL (or falling down a rabbit hole of YouTube tutorials) is being able to glean application and usage tips from experts — and the engineers behind ShadeFinder know this. So in addition to creating a tool that matches you with your best product, they’ve created a more prescriptive service: After answering a few questions about your aesthetic goals, and being matched by ShadeFinder with your optimum shades, shoppers are given targeted tips for how to use the product. (Think: how to de-emphasise dark circles, use the right brushes to blend for a no-makeup look, or use a concealer in a few ways to achieve different outcomes.) This can be particularly helpful with first-to-market formulations that may work a little differently than conventional formulas might.

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Sample: Skin Enhance Luminous Tinted Serum

Tinted Serum 130 Deluxe

Deep Skin Tone/Neutral Undertone

Sample: Eye Revival Brightening Eye Cream Sachet
Sample: Radiant Reveal Brightening Serum Sachet


Rose Inc Signature Gift Set - Satin Lip Trio featuring three shades of the mini Satin Lipstick

Original price: $27 Current price: $20

The Satin Lip Trio

Original price: $27 Current price: $20
Image of the Cream Blush Refillable Cheek & Lip Color in Hydrangea in front of the open compact - Cream blush


Light cool pink

Current price: $32

Cream Blush Refillable Cheek & Lip Color

Current price: $32
Rose Inc Tinted Serum in shade 140 - Deep


Very Deep Skin Tone/Red Undertone

Current price: $49

Skin Enhance Luminous Tinted Serum

Current price: $49
Rose Inc Foundation Brush

Current price: $32

Number 3 Foundation Brush

Current price: $32
Rose Inc Eye Revival Brightening Eye Cream with cap open to show pump

Current price: $55

Eye Revival Brightening Eye Cream

Current price: $55
Cooling Spheres from Rose Inc

Current price: $60

Cooling Spheres Facial Massager Duo

Current price: $60
Image of an opened Satin Lip Color Rich Refillable Lipstick in shade Persuasive


Beige pink

Current price: $28

Satin Lip Color Rich Refillable Lipstick

Current price: $28
Rose Inc Concealer Bottle

LX 200

Very Deep Skin Tone, Neutral Undertone

Current price: $30

Softlight Luminous Hydrating Concealer

Current price: $30
Rose Inc Concealer Brush

Current price: $26

Number 1 Concealer Brush

Current price: $26
Rose Inc Radiant Reveal Brightening Serum

Current price: $74

Radiant Reveal Brightening Serum

Current price: $74
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