Clarins unveils AI-Powered shade finder for precision makeup matching

French beauty brand Clarins has launched a new in-store technology designed to transform how customers find their perfect foundation match. The Clarins AI Shade Finder, developed in partnership with Silicon Valley start-up IlluminateAI, uses artificial intelligence and light-based analysis to deliver what the company describes as its most precise shade-matching experience to date.

Faithful to its pioneering ethos since 1954, Clarins says the AI Shade Finder marks a major step in its beauty-tech strategy. The exclusive service integrates an AI-driven recommendation engine to assist both customers and Beauty Advisors in identifying foundation shades and complementary makeup products tailored to individual complexions.

Smartphone transformed into scientific skin reader

At the core of the system is spectroscopy, the science of how light interacts with matter, backed by more than 30 years of research. The technology converts a standard smartphone into a device capable of measuring skin tone and undertone in under 60 seconds.

Rather than relying on a single photograph, the AI Shade Finder captures a rapid sequence of images while varying the phone screen’s illumination. By analyzing light reflection patterns across the skin, the algorithm determines tone, undertone and overall color profile with high precision.

“The technology quantifies pigmentation and undertones with a level of precision that was previously impossible in-store with a smartphone,” said Konrad Jarausch, founder and CEO of IlluminateAI. “It’s like turning a smartphone into a scientific reader of skin color.”

Clarins reports the system achieves a 96% match rate compared with assessments by professional makeup artists.

Beyond foundation: full routine personalization

The AI Shade Finder is designed to extend beyond foundation selection. After the scan, Beauty Advisors can recommend a fully harmonized makeup routine, from complexion products to lip shades, tailored to enhance each client’s natural coloring. The aim, Clarins says, is to eliminate common mismatches such as foundation oxidation in daylight or lip colors that appear different on the face than on the hand.

Exclusive in-store experience

Available only in Clarins boutiques and counters, the service has been developed through a global co-creation process involving the brand’s Innovation Lab, makeup artists, advisors, IlluminateAI scientists and physicians, and participating clients.

“The AI Shade Finder enables us to put AI and beauty tech at the service of our ambitious strategy of accelerating in makeup,” said Jonathan Zrihen, president and CEO of Clarins. “We are proud to offer an innovation built with and for our clients.”

With the launch, Clarins positions the AI Shade Finder as a new benchmark in precision makeup matching and a step toward more personalized, technology-driven retail beauty experiences.