Ordering Foundations online 2024

I always recommend to my clients to go to a shop or counter to get colour matched by the consultant then try a sample of the colour matched shade at home for a week before making a purchase, especially as many premium brands have pushed over the £40 price tag.

However, we shop much more online these days and brands aren’t as accessible to see close up with many retail outlets closing down and online beauty retailers offering competitive prices, offers and discounts on their products such as Sephora, Look Fantastic and Cult Beauty to name a few.

Many online beauty retailers offer a 100% money back guarantee if you’re not completely satisfied with your purchase so this is worth checking out the conditions of this.

So how effective is selecting your online foundation and will you be throwing money down the drain? In terms of shade selection I have been pleasantly surprised recently and the shades delivered to me have been spot on when shopping from Il Makiage, Jones Road Beauty, Kosas and Trinny London.

There are various ways each brand will assist you in selecting your foundation shade online; some ask you to make your current brand and shade of foundation and based on this they will recommend a shade for their own products (SpaceNK).

Other online retailers ask you to ccompare your own complexion with photos of models online; this can be useful if you are confident about your own skin tone. They will ask you to double check against further pictures to be sure it is correct.

Some ask you if you tan easily or burn in the sun as a double checking process and also take into account your hair and eye colours.

These are all elements that I consider when selecting the right shade for my client, however it isn’t until the foundation is on the skin that I can confidently confirm it is correct, so there is no better replacement than trying out the product fully before you buy. I recommend going to John Lewis, Boots and Marks & Spencer for your favourite brands locally. Selfridges is number for the best range of makeup brands and have highly knowledgeable counter staff, you’re less likely to get a discount but will gain some loyalty points from these stores.