Online foundation color matching uses crowdsourcing to help makeup users to find their matching foundation shades across different brands and products.

Users of enter the products and shades they have found to match their skin previously. The site then uses an algorithm to recommend similar shades, based on the matches entered by other foundation users.

Foundation is one of the highest selling product categories in the beauty industry; but with no standardised naming or numbering conventions for shades, users wanting to try a new product have had to go into a store to try and find the correct colour.

Founders:  James Height, Kate Morris, Michael Morris