Mary Kay Inc., the global cosmetics giant, has unveiled its AI Foundation Finder, a mobile-based tool designed to help customers find their perfect foundation shade within seconds. The launch marks what the company describes as a “first” for the direct selling industry, combining artificial intelligence with a scientifically developed shade-matching scale.
The technology works by scanning a user’s face via their mobile phone camera, capturing detailed RGB colour values from their skin, and matching them against Mary Kay’s foundation range. According to the company, the tool’s underlying model has been trained on a proprietary 10-shade scale designed to represent a wide spectrum of human skin tones with high accuracy.
Mary Kay, which holds exclusive rights to the technology, believes the system could transform how its independent beauty consultants serve customers, allowing them to deliver instant, personalised recommendations without the need for in-person product trials.
“AI Foundation Finder fuels our vision to be a beauty disruptor,” 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 our Flawless Face portfolio.”
The tool’s release comes as the beauty industry increasingly turns to technology to personalise the customer experience. Consumer appetite for hyper-customised solutions has been rising in recent years, driven by both technological advances and cultural shifts towards inclusivity.
Mary Kay has been ranked the world’s number one direct selling brand for skin care and colour cosmetics for three consecutive years by Euromonitor International. The AI Foundation Finder is the company’s latest step in a digital transformation strategy that it says will enhance both customer engagement and consultant productivity.
James Whatley, the company’s Chief Information Officer, described the tool as “a powerful digital partner” for Mary Kay’s sales force. “We’re able to provide shade recommendations in seconds while making the experience intuitive, inclusive, and enjoyable,” he said.
The system also boasts advanced technical features, including the ability to detect 151 distinct facial feature points from a live camera feed or uploaded image. Mary Kay emphasises that no biometric data is stored or processed beyond the matching process, aligning the launch with consumer privacy expectations.
In testing, the company reports that 83% of consumers said they would be likely to purchase their recommended foundation match, while 100% of independent beauty consultants expressed strong interest in using the tool in their businesses.
Initially available in select markets, the AI Foundation Finder will roll out globally over the coming months. Customers can access it through Mary Kay’s official website or via the company’s iCatalog platform, where they can instantly receive personalised recommendations as part of the online shopping process.
Founded in 1963 by Mary Kay Ash, the Texas-based brand now operates in more than 40 markets worldwide and has long championed women’s entrepreneurship. The company says its latest innovation reflects a continued focus on science, technology, and empowerment in the beauty sector.
