IL MAKIAGE Launches PowerMatch Algorithm To Identify The Perfect Shade Of Foundation Without Seeing Your Face

NEW YORK, March 7, 2019 /PRNewswire/ -- IL MAKIAGE, the tech-focused prestige beauty brand, today announced the official launch of their PowerMatch algorithm which utilizes machine learning to precisely match a consumer's foundation with more than 90% accuracy, without ever seeing their face.

For more than a year, IL MAKIAGE's tech team has combined hundreds of thousands of data points and information on 700 different skin tone combinations to create the PowerMatch algorithm. The data science, R&D and engineering teams built a database of this information that uses machine learning to constantly evolve, resulting in more than a 90% accuracy rate of predicting the correct foundation. After completing the PowerMatch quiz, customers receive a matched foundation result from an extensive range of 50 shades. The program has been in beta for user testing and more than 700,000 unique people have completed the quiz, with strongly positive results.

As the beauty industry finally becomes more inclusive with extended shade ranges, it now faces an e-commerce challenge. More shades increase the risk of a mismatch, which creates consumer apprehension to purchase beauty products online. As consumers want more choices and increased shade ranges, something in the beauty industry needed to change. IL MAKIAGE is providing a major solution to push the online beauty landscape beyond a replenishment channel.

"We strongly believe that the beauty category is ready for digital disruption," says Oran Holtzman, CEO of IL MAKIAGE. "The current online landscape mainly serves as a replenishment channel, which is why IL MAKIAGE is laser-focused on building a better online shopping experience by providing the consumer with an easier way to try new makeup products."

IL MAKIAGE was relaunched in the U.S. in June 2018 and is backed by L Catterton, a leading consumer-focused private equity firm.

The PowerMatch quiz is available at and all IL MAKIAGE products are available at

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