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Shade matching is important to beauty consumers as it promotes a natural look.
June 24, 2026
By: Melissa Meisel
The Benchmarking Company shares data on color cosmetics and skincare. Shade matching is important to beauty consumers as it promotes a natural look.
How inclusive do consumers believe brands are when it comes to representing them through a diverse array of complexion shades and color offerings? If she can’t find her perfect hue, does she ask for help in-store, mix shades, or just give up? And is it only the deeper tones with this difficulty, or does a percentage of every skin tone have a pet peeve when it comes to finding her true colors? The Benchmarking Company asked more than 4,300 US females their thoughts on this purchase dilemma, and what they’d like to see from your brand next.
25% of all respondents feel that brands do not understand the needs of people with their skin tone while 48% of respondents with darker skin tones feel brands miss the mark.
Learn more about shade matching here.
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