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Utilizes advanced artificial intelligence to scan a customer’s face on their mobile phone and provide personalized shade recommendations in seconds.
August 15, 2025
By: Lianna Albrizio
Associate Editor
Mary Kay Inc., a global leader in direct selling and skin innovation, wants to help consumers find their perfect foundation match leveraging AI.
Introducing the AI Foundation Finder.
The intuitive technology is designed to help consumers effortlessly find their foundation match, while empowering Mary Kay independent beauty consultants to guide their customers in finding the right match from their phones.
The Mary Kay AI Foundation Finder utilizes advanced artificial intelligence to scan a customer’s face on their mobile phone and provide personalized shade recommendations in seconds.
“AI Foundation Finder fuels our vision to be a beauty disruptor in the direct selling space and beyond,” said Dr. Lucy Gildea, Mary Kay’s chief brand and scientific officer. “We are pioneering AI shade matching globally, helping consumers meet their foundation match within the diverse range of foundation finishes in the Mary Kay® Flawless Face portfolio. Embracing beauty tech marks a unique opportunity to elevate the category and cultivate our next-generation beauty community.”
A first in the direct selling industry, this AI Foundation Finder uses advanced artificial intelligence to scan a customer’s face on their mobile phone and provide personalized shade recommendations in seconds. What sets this AI-powered tool apart, the makers say, is that it is informed by a scientifically developed scale offering an inclusive and nuanced understanding of human skin tones. The technology captures the user’s skin tone using their camera and then matches it to the most accurate Mary Kay foundation shade by analyzing the user’s skin tone and the corresponding RGB values of the Mary Kay foundation products. Mary Kay holds exclusive rights to the tool.
“The launch of our AI-powered Foundation Finder reflects a continued commitment to innovation in personalized beauty,” said James Whatley, Mary Kay’s chief information officer. “By leveraging an exclusive AI technology in the Direct Selling channel, we’re able to provide shade recommendations in seconds, while making the consumer experience intuitive, inclusive, and enjoyable. Our Mary Kay independent beauty consultants will now have a powerful digital partner that elevates their business, enhances customer trust, and reimagines how beauty is delivered in a tech-enabled world.”
The user’s camera captures real-time tracking of the user’s input video or images with precise detection of 151 facial feature points.
The Mary Kay AI Foundation Finder is based on a proprietary 10-shade scale designed to accurately represent a wide range of human skin tones with inclusivity and precision in mind.
In our consumer tests, 83% of consumers expressed that they would be likely to purchase their recommended match. In the Mary Kay Independent Beauty Consultant (IBC) tests, 100% of the Mary Kay IBCs said they would be very likely to use the tool in their business.
The AI Foundation Finder aligns with a rising demand for hyper-personalized, tech-enabled beauty solutions amid broader cultural and technological shifts. As the reported No. 1 Direct Selling Brand of Skin Care and Color Cosmetics in the World by Euromonitor International for three consecutive years dating to 2023, officials say the launch reflects Mary Kay’s commitment to digital innovation, inclusivity and empowering beauty entrepreneurs around the world.
AI Foundation Finder is integrated into the online shopping experience, accessible from www.marykay.com or through the iCatalog, consumers can easily scan and instantaneously find their foundation match.
The tool is available in select markets and will be rolling out globally in the coming months.
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