When it comes to foundation shade inclusivity, it’s fair to say the beauty industry’s heading in the right direction. Bobbi Brown has just extended its best-selling Skin Foundation Stick and Skin Long-Wear Weightless Foundation range to 43 hues, while Morphe’s newly-released Fluidity Foundation boasts 60. And no conversation around ‘make-up for all’ can be had without giving a nod to Fenty Beauty’s Pro Filt’r Foundation that arguably led the way with a 40-strong line-up when it launched two years ago (there are now 50 colours).

But bigger doesn’t necessarily mean better when we’re talking shade range. Several brands have faced backlash on social media after launching lines that, while extensive, appear to cater mainly for light to medium complexions with minimal variation.

That’s why we’ve got to hand it to the brains over at Estée Lauder whose game-changing new service offers an unrivaled level of choice and accuracy.

There might be 61 shades of the iconic Double Wear Stay-in-Place Makeup already available but now the brand is offering a bespoke beauty experience, where you can get your very own custom foundation shade mixed up, just for you.

Yep, you’ll no longer have to guesstimate your shade, or mix two together after buying the wrong hue, because your colour match will be completely bespoke and unique to your skin tone. Available from the 20 March exclusively at Debenhams Oxford Street, the 45-minute personalised consultation will scan the customer’s skin, capturing their perfect shade, before whizzing up the exact colour of Double Wear Stay-in-Place Makeup right before their very eyes. Clever, hey.

So how does it work? As the consultation takes 45-minutes, you’ll have to book in advance, but once you’re there the Custom Match clever technology will scan all the different undertones of your skin and analyse your own personal skin shade. 

Then, small amounts of colour will be dispensed and mixed together to create your own shade. This initial shade is first mixed in a smaller tester bottle, so that you can try it out IRL and make sure you’re happy with the colour, before a full-size 30ml bottle is then created. 

You’ll even be invited to enjoy a complimentary beauty service including a mini facial or a mini make-up lesson while your sample is whipped up. 

The Custom Match service costs £33.50 and includes your unique bottle of Estée Lauder Double Wear Stay-in-Place Makeup SPF10 in the price – and as that’s the same price as a full-size bottle of Double Wear anyway, you’re actually getting the bespoke service and your mini treatment for free.

Whilst it’s only available at Debenhams Oxford Street initially, we’re hoping it will roll out nationwide soon so that everyone up and down the UK can get the opportunity to make their very own foundation shade. Book your appointment here. 

Like the idea of a beauty personalisation service? Others allow you to conjure up one-of-a-kind treats, too. At Selfridges’ By Terry Palette Factory you can make your very own kit, selecting everything from the blush and eye shadow colours (there are 62 options) to finishes, imprinted designs and the outer packaging. It’s a 30-minute session and costs £45.

Over in the Burlington Arcade in London’s Mayfair, you can make your own Colour ID Lipstick in the Code 8 make-up store. The service, to celebrate the arcade’s 200th anniversary, is £75 for 45 minutes and includes a smart analysis consultation to help guide you towards the perfect shade for you. 

Images: Courtesy of brands