Even with the recent advances in beauty AI tools, finding the right foundation shade for your skin tone can be hit and miss. Here are 6 tips to help navigate some of the foundation pitfalls:

1. Figure out your undertone: getting the shade right isn’t simply a case of fair, light, medium, tan or deep, but is also influenced by your undertone: if you’re cool (check your veins, they’ll be blue) you’ll need a pink toned shade, and if you’re warm (green veins) check out the yellow toned shades.
2. Adapt the finish to your skin type: a good foundation starts with great skincare. Foundation won’t sit right on your skin if it’s flaky, no matter how well suited the shade is to you. Then assess what finish would work best for your skin: if you’re oily combo you might benefit from a matt finish, if you’re dehydrated go for glowy.  
3. Try before you buy: online purchases work well if you’re replenishing your tried and tested colour cosmetics, but to ensure you get the shade right on a new product, aim to try it on in person, on your jawline (not your hand), and in natural light.
4. Ask for a sample: some stores will offer a sample of your preferred shade for you to take home for a test ride before committing.
5. Adapt your shade to the season: your skin changes colour depending on the season. You can adapt by switching to a slightly darker shade in the summer, or mix with a lighter shade in the winter.  
6. Look to brands with a wide shade range: you’re more likely to find a suitable shade for you. Brands have become so much better at this compared to when I started in the beauty industry, when the brand I worked for launched a foundation with only 6 measly shades.

Cruelty-free Irish beauty brand Sculpted by Aimee offers lots of tools to help with the quest for the perfect foundation shade. As well as an in-store service at their Carnaby Street London flagship store, you can also request a 10-minute virtual consultation, take one of their online quizzes (one for foundation, another for concealer), check out their before and after pics or learn from their dedicated blog posts to help you decide on the right shade (fair, light, medium, tan, deep) and undertone (cool, neutral, warm) for you. Here are the ones I picked out from their recommendations:

Tint and Glow SPF 30

This is a super easy to apply tinted moisturiser that not only provides sheer coverage and a glowing finish, but also thanks to the skinification of beauty, you’ll get SPF 30, hydrating hyaluronic acid, antioxidant niacinamide and carrot root extract to shield skin from blue light emanating from computer and phone screens. Apply with your fingertips, or for a more polished finish use a buff brush. Great for adding a little extra colour to a dull or tired complexion. 20 shades available

Second skin dewy foundation SPF 50

For a little more coverage, this liquid mineral foundation offers medium coverage with a dewy finish that’s ideal for dry skin. As well as more coverage you’ll get a higher SPF of 50, although remember you’re unlikely to be wearing enough for it to truly provide that level of sun protection (2 fingers’ worth!). While I would wear the Tint and Glow at weekends and on holiday, this buildable foundation is my go-to for work days. 30 shades available 

Brighten up concealer

This lightweight blendable texture works well as an under eye concealer, but can also be used for touch ups throughout the day. The pearlescent microparticles provide a soft-focus effect, while hyaluronic acid helps plump those fine lines around the eye area and niacinamide lightens discolouration. 16 shades available

HydraLip SPF 25

The finishing touch. A cross between a lipbalm and a lipstick, this is one of the most hydrating colour lip products I’ve ever used. As with all the above products, this one is also infused with hyaluronic acid, plus nourishing Jojoba Seed oil. Years ago I launched the first certified natural mass colour cosmetics brand in the UK, which offered an incredibly hydrating nude lipstick which you could apply without a mirror. I’d not found anything offering similar results – until now. The Peach shade provides a gentle wash of colour, while Berry offers a slightly deeper tone, but still sheer. 6 shades available

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