How To Choose A Foundation Shade Online: The Make-up Artist’s Guide

Globally, millions of women ask, “What foundation shade am I?” We’ve all been there: a bottle arrives that looked perfect on screen, only to unmatched our skin, or "oxidised" once applied. At Clarins, we believe your foundation should be an extension of your skincare and a seamless "second skin" that enhances your natural beauty rather than masking it. Here, the experts tell us how to determine your correct skin tone (and undertone) and how to choose the right foundation shade online.

In this guide, we will explore:

Step 1: Understand skin tones and undertones
Step 2: Consider your skin texture, skin type and coverage
Step 3: Online foundation colour tools & guides
Foundation "cocktailing" for accuracy
Choosing a foundation online FAQs

Step 1: Understand skin tones and undertones

Skin tone

Your skin tone is basically how dark or light your skin is, depending on the amount of melanin it has. There are three primary skin tones: fair, medium and dark. Undertone refers to the different shades just beneath the surface of your skin.

● Fair or light skin: This skin type is sensitive to the sun, burns quickly and needs plenty of protection from UV rays. It usually has cool undertones: these are red and pink hues with a bluish tint.

● Medium skin: People with an olive skin tone that tans easily. They usually have neutral undertones – a balance of both of the other two skin tones.

● Dark skin: People with this skin tone often believe they don’t need sunscreen. This is not true. They usually have warm undertones – gold, peach and yellow.

Typical features of the skin and the tanning ability:

1. Pale white skin, blue/green eyes, blond/red hair – Always burns, does not tan

2. Fair skin, blue eyes – Burns easily, tans poorly

3. Darker white skin – Tans after the initial burn

4. Light brown skin – Burns minimally, tans easily

5. Brown skin – Rarely burns, tans darkly easily

6. Dark brown or black skin – Never burns, always tans darkly

Ask yourself the following questions…

● What is my hair and eye colour?

Those with fair hair and light eyes often have cool or neutral skin tones, while those with dark hair and eyes have a warm skin tone. However, there are many exceptions to this rule.

● What colour does my face look in natural light?

Hone in on your jawline because this will be your most natural skin tone and the one you need to match when choosing a foundation colour.

Undertone

While your skin tone may alter slightly when you tan, your undertone remains constant. This is why it’s important to figure out what it is.

To determine your baseline, observe your skin in natural, indirect light:

Cool Undertones: Do your veins appear blue or purple? Do you radiate in silver jewellery? Your skin likely has hints of pink, red, or blue. Look for foundation shades coded with "C" or "P" (Pink/Rose).
Warm Undertones: Do your veins appear green or olive? Does gold jewellery make your skin "pop"? You have yellow, peach, or golden undertones. Seek out "W" or "G" (Golden/Amber) shades.
Neutral Undertones: If you can wear silver and gold equally or your veins are a mix of blue and green, you are neutral. Look for "N" shades for a perfectly balanced beige base.

Clarins advises, “If you have pink undertone skin or red undertones, go for a beige or pinky-beige foundation. Those with sallow skin with yellow undertones can colour correct with a pinky beige or neutral foundation.” “The foundation for olive skin and dark skin is golden beige shades.”

Armswatch of all serum foundation shades from light to medium to dark, showcasing the range of tones for every skin tone

Our new Double Serum Foundation has 37 shades, all catered for different skin tones.

Step 2: Consider your skin texture, skin type and coverage

In this section, we will discuss how to select the perfect foundation online based on your skin type and texture. We also suggest the best matching Clarins foundation for each skin type.

Consider skin texture and skin type

Foundation comes in liquid or powder form. What you use is a personal decision that depends on coverage, your personality, and what feels comfortable on your skin. It’s also important to consider your skin type.

Oily skin: Use a powder-based foundation that soaks up excess oil and mattifies the skin. You can also choose a liquid foundation for oily skin. Our choice? The long-wearing Everlasting Youth Fluid Foundation contains bamboo powder to mattify the skin and absorb excess oil, quinoa to deeply hydrate and organic oat sugars to instantly lift your face.
Combination skin: The BB Skin Detox Fluid SPF 25mattifies and hydrates. It provides medium coverage with a natural-looking finish.
Dry skin: This skin type is often also sensitive. We recommend first nourishing and hydrating the skin with the SOS Comfort Face Mask, then using a moisturising serum foundation like Skin Illusion Natural.
Mature skin: Exfoliation and hydration create a smooth canvas for make-up to sit on. For this skin type, use an Extra-Firming Foundation like Everlasting Youth Fluid, the light texture and formulation mean that it won’t settle into lines even after it’s dried.
Clarins has developed AI Skin Observer with algorithm-assisted skin analysis, helping you learn more about your skin type and skin needs. We will then suggest an ideal skincare regimen tailored just for you.

It’s all about coverage

For a natural finish that enhances your skin tone, choose a BB Cream like The BB Skin Detox Fluid SPF25, which contains Acerola Seed extract that boosts the skin’s oxygenation, offering a balanced, radiant, natural-looking effect. Or tinted foundation like Tinted Oleo-Serum that melts into the skin for a natural finish and hydration.
For light coverage, choose Skin Illusion Natural Hydrating, which comes in 24 shades. It’s moisturising and creates a gorgeous glow. We also highly recommend the Double Serum Foundation if you want a foundation that can adjust to be medium to high coverage based on the pump you use.
The Everlasting Youth Fluid offers medium coverage in 24 shades. It instantly restores skin, offering a radiant, glowing effect.
For full coverage, Skin Illusion Full Coverage offers a flawless finish, 24-hour wear and hydration. It carries the mattifying and purifying properties of Zinc Gluconate and the long-lasting hold of organic oat sugars.

Step 3: Online foundation colour tools & guides

To make things easy and match you with the perfect foundation, Clarins offers online assistance as a virtual foundation finder. The Foundation Finder lets you choose your skin tone and undertone, how much coverage you want and whether you want a matte or luminous finish. It then suggests the perfect foundation.

For Double Serum Foundation, we have developed a new shade match tool that helps you find the best match in the universe of 37 shades, which you can find on the product page.

There’s also the innovative virtual Try-on service: Upload a photo of yourself or use your camera, then try on all the different foundation products in various shades to see what suits you best.

Clarins’ beauty experts also offer excellent advice on foundations, including everything you need to know about achieving a natural, matte, smooth, or radiant complexion. It’s all there online waiting for you.

Step 4: Foundation "cocktailing" for accuracy

What if your online choice is almost perfect but not quite? Instead of returning it, use these professional shade-adjustment hacks:

To neutralise redness: If your shade looks too pink, mix in a small amount of SOS Primer Green.
To brighten sallowness: If a shade looks too "grey" or dull, a touch of SOS Primer Pink will add a healthy, rose-tinted glow.
To lighten for fair skin: If your foundation for fair skin feels a touch too dark, mix it with a hydrating moisturiser or serum to create a custom skin tint.

Choosing a foundation online FAQs

What do C and N mean in the foundation?

C means cool-toned foundation, while N means neutral. You will also see the code W, which means warm-toned.

Some foundations will use P for pink-toned or G for golden-toned as well.

Does skin tone change with the season, and should I buy different foundations for that?

Yes, your skin tone can change with the season.

Summer: Increased UV exposure often brings out warm skin tone, even in cool-toned skin. You may need to move one shade deeper or switch to a "Golden" (W) base to match your sun-kissed neck and chest.
Winter: As micro-circulation slows in the cold, skin can appear "sallow" or paler. This is when the foundation for cool undertones or neutral tones can help restore a healthy-looking flush.

Pro Tip:

Use the SOS Primer that matches your skin needs. If you want a more even and radiant complexion, use SOS Primer White. If you want to cancel the dullness, use SOS Primer Pink.
Mix a drop of Double Serum into your darker summer foundation. This "sheers out" the pigment, allowing your natural (paler) winter skin to shine through while providing much-needed hydration.

Which foundation is best for a natural-looking and radiant glow?

Are you looking for radiant, glowing skin? Discover the irresistible bare-skin effect of Skin Illusion SPF 15: a liquid foundation that provides subtle and luminous coverage and has a translucent finish. Its invisible serum texture envelops the skin yet leaves behind a nude sensation.

A large shade range to suit every skin tone. At the heart of its formula, red jania extract, organic milk thistle oil and organic leaf of life work together to moisturise the skin and enhance the complexion. A few drops applied using your fingertips are enough to achieve a natural glow!

Which foundation is best for a perfect complexion?

Does life sometimes seem like a marathon? Clarins has developed Everlasting Foundation, which endures the everyday obstacles that come its way. A formula that’s high-coverage and long-lasting, leaving your complexion looking flawless every day, without fail. Your skin is evened out, concealed and softened, appearing evenly matte as a result.

A truly remarkable product that provides exceptional coverage, is lightweight and infuses the skin with moisture for unparalleled comfort. Its plant-based formula hydrates the epidermis, strengthens the skin's barrier and fights against the harmful effects of pollution for more beautiful skin every day. You can take on any challenge that comes your way: your complexion is always flawless! To thoroughly remove your foundation, use Clarins Total Cleansing Oil, a Clarins make-up remover that has been specially formulated to remove heavy make-up.

Online foundation colour guides

There’s also the innovative virtual Try-on service: Upload a photo of yourself or use your camera, then try on all the different foundation products in various shades to see what suits you best.