Il Makiage went viral for its free, AI-driven foundation quiz. I tried it, and now I know how to choose the correct liquid foundation shade for my complexion
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Gabrielle Chase/Business Insider
If you've ever set foot into a Sephora, the Instagram algorithm has certainly served you the viral Il Makiage campaign videos in your feed. You know the ones, the 10-second celebrity endorsements claiming that the brand's PowerMatch quiz will spit out your perfect foundation shade match in minutes. These ads have evidently worked in the brand's favor since their Woke Up Like This foundation has fetched over 500,000 5-star reviews. But does it actually warrant those jaw-dropping reactions?
Because I have freckles, I don't usually use full-coverage matte foundations like this one, as they tend to cover up a feature I've grown to like. However, even I can appreciate the intrigue surrounding the Il Makiage PowerMatch quiz because there's an obvious risk in trusting a machine to predict something as organic as skin tone.
In my Il Makiage foundation review, you'll find everything I learned from taking the PowerMatch quiz and photos to give you an idea of what this foundation is really like to wear.
CEO Oran Holtzman told Business Insider that Il Makiage wants to use technology to make it easier to buy makeup online. "We decided to start with the hardest product to match — foundation — and launched the PowerMatch algorithm. The machine learning aspect of the algorithm is constantly improving and refining with each additional customer who takes the quiz," said Holtzman.
Il Makiage's proprietary algorithm took over a year to develop and leverages data from 700 different skin-tone combinations. The result is a quiz that's both easy for the consumer and an accurate way for the brand to determine your shade.
The Il Makiage quiz is free and took me about 10 minutes. To begin, PowerMatch asks questions about skin tone, texture, moisture retention, and sun exposure. It provides photo examples of models with a wide range of skin tones to compare yourself to.
Il Makiage
Later on, the quiz asks more in-depth questions about your current relationship with foundation, such as how frequently you wear it, which brands you've already tried, and what products you tend to pair it with, such as concealer or applicators. These questions stuck out to me as more personal than the ones I've seen before from other beauty brands with foundation shade finders.
My results recommended Woke Up Like This Flawless Base Foundation in #055. Il Makiage sent me two shades to test out: the one I'd been assigned by PowerMatch and a lighter shade, #035. I skipped priming my skin to get a real feel for the product. To my surprise, the lighter shade was the closest match. #055 turned out to be too warm for my cool undertones, which became especially obvious around my jawline once it had oxidized.
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My PowerMatch shade may prove itself useful when summer returns and my skin takes on a more golden tan hue, but #035 is far better suited to my winter complexion and blended seamlessly against my décolletage.
As for the foundation itself, it really did give my skin that velvety matte finish, as seen in the ads. That being said, this cruelty-free formula will likely work best on dry skin like mine. It contains Vitamin E and hyaluronic acid to help retain moisture, but this also means prone to slipping throughout the day, which is why I wouldn't recommend it to people with oily skin.
The quiz is worth a try if you absolutely prefer shopping online over the makeup counter or drugstore. Our contributing author Lulu Chang had success on her first try, while I didn't find my perfect match until the second try. Trial and error is by no means the most cost-efficient way to get results, but #035 was right on the nose.
Thanks to the PowerMatch quiz, I know what to consider when shopping for makeup to compliment my skin tone. For instance, I learned how to detect my true undertones according to the color of my veins— mine are blue-purple, indicating cool pink undertones.
If yours appear more blue-green, you probably have yellow or golden warm undertones, while a combination can indicate neutral undertones. If you don't know your undertones, the quiz can help you determine this yourself by simply assessing how you look in gold versus silver jewelry. Another way to asses your undertones is by seeing whether a warm or cool white looks best on your complexion.
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Il Makiage's return policy allows for user error to ensure you can find the right shade risk-free. For a $5 shipping fee, you can test a full-sized bottle for 14 days, after which you'll be charged $45 if you decide to keep the product. If you find it's not right for you, you can download a free shipping label and return it to Il Makiage. Then, they'll donate the bottle to Project Beauty Share, a nonprofit organization dedicated to providing cosmetics for women in need.
My first issue with the quiz was that it requires your email address before issuing your results. Despite noting my preference for something lightweight with an even finish to blend with my skin's natural texture, the Woke Up Like This formula clearly dries matte. This worked really well as a base layer for my bronzer, blush, and highlighter but felt too dense for my daily makeup regimen.
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The Il Makiage PowerMatch algorithm is intuitive enough to gather data from a novice perspective like mine, all via the convenience of your web browser. The Woke Up Like This foundation did deliver a high-coverage matte finish, so it's worth trying if this sounds like your ideal base layer. Ultimately, I still believe that some things are better left to the naked eye to find a 100% accurate shade match on the first try.
