Mary Kay Inc., a global name in skincare and direct sales, has unveiled its new AI Foundation Finder—a smart tool designed to simplify the process of finding the perfect foundation shade. The technology not only supports customers in identifying their ideal match directly from their smartphones but also equips Mary Kay Independent Beauty Consultants with a powerful resource to better serve their clients.
A first-of-its-kind in the direct selling industry, the AI Foundation Finder uses advanced artificial intelligence to analyze facial features via a mobile phone camera and generate precise shade recommendations within seconds. What makes this solution unique is its foundation in a scientifically developed scale that captures a broad and inclusive spectrum of skin tones. By reading the user’s skin tone and mapping it against RGB values of Mary Kay foundation products, the tool ensures the closest possible match. Exclusively owned by Mary Kay, this innovation positions the company as a major disruptor in beauty tech.
“AI Foundation Finder strengthens our mission to redefine beauty in the direct selling world and beyond,” said Dr. Lucy Gildea, Chief Brand and Scientific Officer at Mary Kay.
“We are leading the way in AI shade matching on a global scale, helping individuals find their foundation fit across our diverse Flawless Face portfolio. This step into AI-powered beauty technology presents a unique chance to transform the category and nurture the next generation of beauty enthusiasts.”
The launch reflects a growing demand for highly personalized, tech-driven beauty experiences in today’s evolving marketplace. Recognized by Euromonitor International as the No .1 Direct Selling Brand in Skin Care and Color Cosmetics for three consecutive years (2023–2025), Mary Kay continues to emphasize inclusivity, digital innovation, and support for its worldwide community of independent beauty entrepreneurs.
“This tool is a milestone in our pursuit of innovation in personalized beauty,” said James Whatley, Mary Kay’s Chief Information Officer. “By leveraging exclusive AI within the direct selling space, we can provide fast, accurate shade recommendations that are both inclusive and effortless. Our Independent Beauty Consultants now have a digital ally that builds trust, enhances customer experiences, and redefines beauty in the digital era.”
Currently available in select regions, the AI Foundation Finder will continue to roll out globally in the coming months.
Key Features of AI Foundation Finder:
Beauty Tech: Uses real-time video or image capture to detect 151 facial points with high precision. Inclusive Matching: Built on a proprietary 10-shade scale representing a wide range of skin tones with scientific accuracy. Proven Performance: 83% of consumers in trials said they would likely buy their recommended match; 100% of Independent Beauty Consultants stated they would adopt the tool in their business. Easy Access: Integrated into the Mary Kay website and iCatalog, enabling quick and seamless shade matching during online shopping. Privacy First: The tool does not collect or store biometric data. A first-of-its-kind in the direct selling industry, the AI Foundation Finder uses advanced artificial intelligence to analyze facial features via a mobile phone camera and generate precise shade recommendations within seconds. What makes this solution unique is its foundation in a scientifically developed scale that captures a broad and inclusive spectrum of skin tones. By reading the user’s skin tone and mapping it against RGB values of Mary Kay foundation products, the tool ensures the closest possible match. Exclusively owned by Mary Kay, this innovation positions the company as a major disruptor in beauty tech.
“AI Foundation Finder strengthens our mission to redefine beauty in the direct selling world and beyond,” said Dr. Lucy Gildea, Chief Brand and Scientific Officer at Mary Kay.
“We are leading the way in AI shade matching on a global scale, helping individuals find their foundation fit across our diverse Flawless Face portfolio. This step into AI-powered beauty technology presents a unique chance to transform the category and nurture the next generation of beauty enthusiasts.”
The launch reflects a growing demand for highly personalized, tech-driven beauty experiences in today’s evolving marketplace. Recognized by Euromonitor International as the No .1 Direct Selling Brand in Skin Care and Color Cosmetics for three consecutive years (2023–2025), Mary Kay continues to emphasize inclusivity, digital innovation, and support for its worldwide community of independent beauty entrepreneurs.
“This tool is a milestone in our pursuit of innovation in personalized beauty,” said James Whatley, Mary Kay’s Chief Information Officer. “By leveraging exclusive AI within the direct selling space, we can provide fast, accurate shade recommendations that are both inclusive and effortless. Our Independent Beauty Consultants now have a digital ally that builds trust, enhances customer experiences, and redefines beauty in the digital era.”
Currently available in select regions, the AI Foundation Finder will continue to roll out globally in the coming months.
Key Features of AI Foundation Finder: