e.l.f. Cosmetics Launches Match My Makeup Shade Finder Across All Brands

Known for its innovative and inclusive approach to beauty, e.l.f. has partnered with Match My Makeup to help customers confidently find their perfect shade in foundation, concealers and powders. Whether shoppers start with an existing foundation or take the skin tone quiz, the tool delivers accurate, science-backed color matches in seconds.

The integration reflects e.l.f.’s commitment to digital innovation and customer empowerment. Since going live, Match My Makeup has proven to be a key driver in increasing conversions and reducing returns, helping customers overcome one of the biggest barriers to buying color cosmetics online: not knowing which shade will suit them.

Match My Makeup, trusted by leading global beauty brands, uses proprietary algorithms and real skin tone data to provide hyper-personalized shade recommendations across skin, lip, and cheek categories. With this latest rollout, e.l.f. continues to raise the bar for user experience and personalization in beauty e-commerce.