AI-Powered Shade Matching
SHADE'Y analyses your unique skin tone and undertone to recommend lip colours from the brands you love — matched precisely to you.
Shades from the world's best beauty brands
How it works
No colour theory required. SHADE'Y does the science so you get the shade.
Open the app and take a photo in natural daylight — no flash, no filters. SHADE'Y uses computer vision to detect your face and sample your skin tone across multiple zones: forehead, cheeks, jaw, and nose. It then converts your skin colour into LAB colour space — the same scientific model used by professional colour labs — to measure your exact tone, undertone, and saturation with precision. Your photo is analysed instantly and permanently deleted. It is never stored, shared, or used for any other purpose.
SHADE'Y shows you your colour profile — skin tone (Fair through Deep), undertone (Warm, Cool, Neutral, or Olive), and saturation (Soft, Balanced, or Bright) — each with a confidence score. If anything doesn't look right, you can adjust it with a single tap. You then tell us what you're looking for: your preferred finish (matte, satin, or glossy), intensity (light, medium, or bold), and colour family — or let SHADE'Y decide what will work best for your unique tone.
SHADE'Y returns your top five shade matches from MAC, Fenty Beauty, and Maybelline — ranked by how closely each shade's colour, undertone, and finish complements your skin profile. Each result includes the shade name, product line, finish, star rating from verified buyers, and a personalised AI explanation of exactly why that shade works for your tone. Tap any shade to see buy links from your preferred retailer — Sephora, Ulta, Boots, Shoppers Drug Mart, or Amazon — with live pricing in your local currency.
Why SHADE'Y
SHADE'Y uses LAB colour space analysis — the same model professional colour scientists use — to measure your exact tone and undertone.
Your photo is analysed in seconds and deleted immediately. We never store facial images. No account required to get results.
Every recommendation links directly to a retailer with up-to-date pricing. No dead ends, no affiliate bait-and-switch.
SHADE'Y covers Fair through Deep skin tones across Warm, Cool, Neutral, and Olive undertones — because shade matching should work for everyone.
Who it's for
You buy beauty products online but always end up with shades that look nothing like the swatch. SHADE'Y shows you how a colour will read on your specific skin tone before you buy.
You want to go beyond your safe nudes but don't know where to start. SHADE'Y gives you AI-backed confidence to try bolder shades that will actually work for you.
Buying lipstick as a gift is notoriously risky. Use SHADE'Y to find shades that genuinely suit the recipient's skin tone — without needing to know their undertone off the top of your head.
For affiliates & partners
SHADE'Y drives purchase intent at the highest point of the funnel — when a user already knows the exact shade they want.
Users arrive at retailer links with a specific shade already chosen — dramatically higher conversion than browse traffic.
Active users in Canada, the United States, and the United Kingdom — with market-specific retailer links for each region.
SHADE'Y is a beauty utility — no editorial controversy, no influencer risk. Clean, product-focused referrals every time.
Reaching beauty consumers across iOS and Android with a product they use at the point of purchase decision.
We work with Sephora, Ulta, Boots, MAC, Fenty Beauty, Maybelline, Shoppers Drug Mart, and Amazon affiliate programs. If you represent a beauty retailer or brand and want to explore placement, get in touch.
Available now
No subscription, no sign-up required. Take a selfie and get your personalised shade matches in seconds.
Free · No account required · Available in Canada, US & UK