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The AI-powered in-store service redefines personalized make-up.
February 23, 2026
By: Lianna Albrizio
Associate Editor
With over 70 years in the personal care space, legacy brand Clarins is jumping on the AI bandwagon to help customers navigate their best shade.
The Clarins AI Shade Finder is an in-store service that brand officials say sets a new benchmark in precision makeup-matching. Developed in collaboration with Silicon Valley deep-tech startup IlluminateAI, the innovation utilizes cutting-edge science and beauty expertise to deliver an accurate shade matching experience to assist customers and beauty advisors.
“It’s like turning a smartphone into a scientific reader of skin color,” explains Konrad Jarausch, founder & CEO of IlluminateAI. “The technology quantifies pigmentation and undertones with a level of precision that was previously impossible in-store with a smartphone. It’s 10 years of make-up expertise, now accessible through a simple face scan.”
Clarins AI Shade Finder is powered by spectroscopy to accurately read the unique color signature of every skin tone in less than 60 seconds. Instead of relying on a single photo, the system captures a rapid sequence of images while changing the phone screen’s light. By analyzing how light reflects on the skin, the algorithm can precisely identify skin tone, undertone and overall colorimetry.
Brand officials say the tool sets a new standard for accuracy with a 96% match rate compared to a seasoned makeup artist.
“Clarins is very proud to enrich our makeup expertise with a truly precise AI tool to complement our Beauty Advisors’ and makeup artistes’ professional advice,” adds Katalin Berenyi, Clarins brand general manager. “Beauty advisors told us it transformed their relationship with clients with an added emotional layer, and customers loved how simple and intuitive the experience felt.”
Clarins AI Shade Finder is currently deployed in more than 100 Clarins boutiques and counters across seven countries (France, UK, Ireland, Italy, Switzerland, Mexico and UAE), supporting the launch of the new Double Serum Foundation, with additional geographies to follow this spring.
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