#makeup matching

Drugstore beauty consultant assists customer. (Photo: Getty Images)

The drugstore brand known for its high-end-quality and pocket-friendly makeup is taking its technology up a notch. Since launching the Match Made Foundation Service in 2012, No7 is expanding its products available to fit your unique skin tone. From concealer to blush and lipstick, the U.K. brand has broadened its services and increased its consultants to help you obtain flawless coverage.

The additions to the makeup-matching service, which are set to launch in Target and Walgreens nationwide in September, come after a series of research studies to determine which products women are most uneasy about — and the number of unsatisfied beauty lovers is shocking.

Ninety-nine percent of women in the U.S. believe that finding the perfect foundation for their skin tone is very important, according to a survey conducted in May of American women ages 18 to 60. At least 75 percent of those foundation-wearing women would be willing to change their product for a better-matching one. These statistics might not be surprising if you’ve always struggled with this issue, but thanks to No7, there are now superior solutions to getting your makeup just right.

While No7 isn’t the only brand looking to perfect the art of true-match makeup (Sephora and Lancôme both use similar complexion-scanning technology), its innovations are leading the evolution. The Match Made Foundation, Lip, Blush and Concealer services take about two minutes to determine your perfect shade in an array of products, including the Stay Perfect Lipstick, Powder Blush and Radiant Glow Concealer. And while you’ll still be able to rock all of the colors you love, the variations in shade that complement your complexion will make a surprising difference.

Beauty Director Dana Oliver and Style & Beauty Intern Kerry Justich put the No7 Match Made Services to the test and compared the products chosen for their dramatically different skin tones. Here’s what they found.

Dana

Dana wears No7 Radiant Glow Under Eye Concealer and Moisture Drench Lipstick in Soft Ruby. (Photo: Yahoo Beauty)

“Even though I was pleasantly surprised by how well the Stay Perfect Foundation in Toffee blended into my skin, I skipped the face makeup as I had acquired a richer tan since initially getting matched. Instead, I opted for a combination of the Airbrush Away Primer, Radiant Glow Under Eye Concealer and Moisture Drench Lipstick in Soft Ruby.  The brush attachment on the concealer made for a seamless application, and the formula really brightened my under-eyes and minimized wrinkles. But my absolute fave product had to be the lip color. The bright hue popped against my complexion and made my minimal makeup look appear more polished.”

Kerry

Kerry wears No7 Stay Perfect Lipstick in Pomegranate, Foundation in Honey and Peach Velvet Powder Blush. (Photo: Yahoo Beauty)

“I did a full face of makeup using the No7 Match Made products, starting with the Stay Perfect Foundation in the shade Honey. Usually, this would be too dark for me, but with a tan, it matched perfectly and blended right into my skin. For lips, I used the Stay Perfect Lipstick in Pomegranate and then the Moisture Drench Lipstick in Caramel Silk. The first was the perfect bright berry shade for me, while the second was probably one of the best nude lips I’ve ever applied. Finally, I finished off with the Peach Velvet powder blush. The application of all of these products, as well as their coloring, was better than I had expected. And while I might not be gravitating toward the foundation for every day, I’ll definitely be rocking the lips and blush.”

Kerry wears No7 Moisture Drench Lipstick in Caramel Silk. (Photo: Yahoo Beauty)