Makeup and beauty brand Clarins has launched an AI-powered makeup recommendation service to support both customers and beauty advisors.

The Clarins AI Shade Finder uses a smartphone to measure skin tone and undertone and, according to the company and its technology partner IlluminateAI, is the first solution able to do so with scientific-grade precision. Rather than relying on a single photo, the system captures a rapid sequence of images while changing the phone screen’s light.

By analysing how this light reflects on the skin, the algorithm can identify skin tone, undertone and overall colourimetry, effectively turning a standard smartphone into what IlluminateAI describes as “a scientific reader of skin colour”.

Clarins says the in-store service takes less than 60 seconds to determine a colour match and delivers a 96 per cent match rate compared to a seasoned make-up artist, setting what it claims is a new benchmark for shade-matching accuracy.

Developed in collaboration with Silicon Valley deep-tech start-up IlluminateAI, the technology is powered by spectroscopy – the science of light – drawing on more than 30 years of research.

In addition to matching foundation shades, Clarins says its beauty advisors can use the tool to recommend a fully personalised make-up routine, with all products calibrated to enhance the customer’s natural complexion and avoid common issues such as foundations oxidising in daylight or lipsticks appearing different on the face than on the hand.

Following successful live testing in boutiques in France and the UK, Clarins reports that the AI Shade Finder has increased conversion rates and average basket size compared to consultations without the service.

The tool is now live in more than 100 Clarins boutiques and counters across seven countries – including France, the UK, Ireland, Italy, Switzerland, Mexico and the UAE – supporting the launch of the brand’s new Double Serum Foundation. Clarins plans to roll out the technology to additional markets this spring.

“Beauty advisors told us it transformed their relationship with clients with an added emotional layer, and customers loved how simple and intuitive the experience felt,” said Laurent Malaveille, chief digital, IT and business support officer at Clarins. “We are excited to unveil the most precise shade finder ever launched in beauty stores.”

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