The No7 Amazing Foundation Match!

Today Boots No7 launch their Foundation Match Made Service. I know that many of you will be groaning with horror at the idea of yet another overbearing sales assistant applying stripes of different foundations to your jawline, but stay with me on this one. The match service from No7 doesn’t rely on the (sometimes dubious) eye of the sales assistant, neither does it rely on your own (often dubious!) opinion of which shade you should be going for. The assistant uses a handheld device to precisely read the different colour tones in your skin and match them to the best fit from No7’s skin-true shades. No space for human error here! The device takes into account all of the different tones in your skin (it’s quite weird when the picture of your skin comes up in the little screen) and then decides on a kind of mean average, for want of a better phrase.

Does it work? Yes. The foundation picked out for me (deeper ivory) disappeared into my skin without a trace. Very, very impressive and no need to go and stand outside in the daylight trying to remember which stripe of foundation was which! I usually despair at these types of gadgets (I got quite cross with one lady in Selfridges who tried to measure my dehydration levels) but this one is so objective and clear that you can’t really argue with its usefulness.

Foundation matching is available in most Boots stores that have a No7 sales advisor – let me know how you get on if you try the service!

There a a few different foundation textures and finishes – I tried the Stay Perfect version, but I think that I like the look of the Instant Radiance better! I shall be giving that a whirl next time I’m wasting time  doing research in Boots.

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  1. Sunitha
    August 29, 2012 / 6:20 am

    Sounds great, too bad we dont have this service in the Netherlands. It sounds very similar to the Elizabeth Arden custom foundation I came across a couple of years ago at a Red Door Spa in the US. The lady used a similar device took a couple of readings , in it went into a computer and another fancy device mixed up my shade. Perfect for us olive undertoned girls.

  2. August 29, 2012 / 7:54 am

    Any chance at all (any talk, that is) of the technology coming to the States??? Sounds absolutely incredible!

    • Mila
      September 3, 2012 / 11:13 am

      Sephora (in couple of stores to start with) has it already and it measures all the foundations they are selling. So hardly anything groundbreaking from Boots as the technology is the same with Pantone.

  3. August 29, 2012 / 8:01 am

    Ooh, I’d be really interested to see what shade I get matched to. Revlon Colorstay is the only foundation at the moment which offer me a wearable shade.

  4. August 29, 2012 / 10:50 am

    Ooo will be checking this out! Hate trying to match myself, or having an assistant match me in weird shop lighting xx

  5. Marion
    August 29, 2012 / 12:34 pm

    Do you know what boots are doing this? Is bluewater?

    • Ruth
      August 29, 2012 / 5:44 pm

      All Boots that have a manned No7 counter x

    • lolly
      August 29, 2012 / 7:05 pm

      all 4 module stores have a device hope this helps :) x

      • marion
        August 30, 2012 / 1:09 am

        module store?

  6. Annabel
    August 29, 2012 / 12:50 pm

    Praying this will be in my local boots, it’s a large stand so I hope it will be :)
    This is going to be so helpful for finding other brands foundation matches too as you will always have your perfect match to compare it too

  7. Ireland
    August 29, 2012 / 2:07 pm

    Sounds interesting but it would need to be a very good match for me to abandon my Revlon Colourstay. Incidentally my nearest tiny Boots shop is selling off all the old No7 Make Up stock (foundations, powers etc) for half price because of this.

  8. sevda
    August 29, 2012 / 3:39 pm

    I read on another site that boots have the rights to the machine for a year. After that who knows. It sounds brillant.

    I live right beside a large boots and only visit once a month as I was always leaving €50 after me. I was there last week and spent €46, so trying to hold off until next week.

  9. lolly
    August 29, 2012 / 7:04 pm

    heyyy just thought i would leave a little comment on here!! loving the feedback from people as i am a no7 advisor and proud!! :) the machine is a wonderful device and the colours in the foundation are fantastic! i do hope other brands don’t get our machine because i think it makes us unique and stand out from the crowd! no7 is in target in america maybe they will get it there and i can transfer ;) x

    • Ruth
      August 29, 2012 / 7:12 pm

      Thank you Lolly, it’s lovely that you are so loyal to a brand you love! xx

  10. diana
    August 29, 2012 / 10:27 pm

    Hi Ruth

    Lisa eldrudge has been working with Boots No 7 for years and has recently made a video talking about this foundation match ‘device’
    See lisaeldrigedotcom.


  11. diana
    August 29, 2012 / 10:27 pm

    oops I misspelt her name…Lisa Eldridge…typo’s!!

  12. Kris
    August 29, 2012 / 10:31 pm

    I got match made today and bought 2 different formulations in the same colour because I was that impressed! The colour is an absolutely perfect match for my skin and the foundation feel so light on your skin! I’d recommend it!

    • Ruth
      August 29, 2012 / 10:40 pm

      WHOOP! x

  13. Kathryn
    August 30, 2012 / 1:35 am

    I really hope this service comes to Canada!! I’ll be first in line.

  14. August 30, 2012 / 4:23 am

    What a great idea. I think I’ll have to try this when I’m in London in a couple of weeks :) Thanks!

  15. August 30, 2012 / 7:06 am

    Hey Upa actually in the States, Sephora is coming out with a similar devise to skin tone match with *hold your breath* all the foundations they carry in their store, not only just the sephora Brand.

    • Ruth
      August 30, 2012 / 11:46 am

      Thanks Priya! x

  16. August 30, 2012 / 11:56 am

    I’m going in to my local Boots tomorrow – I’ve never been so excited about a beauty device. x

  17. August 30, 2012 / 12:25 pm

    That’s the other thing NO7 has changed; the colours have expanded so there’s a greater choice and they have also been standardized across the entire foundation range.

    So an Ivory in Stay Perfect will be the same colour in say the Protect & Perfect. Makes it a snip if you want the same colour, but a different formulation of foundation.

    If you hit your local No7 counter you’ll see the cosmetics have had a much needed overhaul; new colours, new packaging and I was very pleased to see the gorgeous primer hat they had in the limited edition Autumn collection last year has been brought back. It’s called Stay Perfect shine free primer, in a black tube. Not to be confused with the one they have in the white tube. No7 Airbrush Away primer is good, but I prefer this other one.

    Ali x

    • Ruth
      August 30, 2012 / 1:12 pm

      Thanks Ali! xx

  18. August 30, 2012 / 5:04 pm

    I had my foundation matched today, after hearing about it from Lisa Eldridge’s YouTube channel. I’m the shade ‘Honey’. The girl who did it for me was really, really sweet but she did end up taking all my base makeup off (yes, in public) to try the foundation all over my face! And it did actually look a bit darker than my natural skintone; I got a VERY faint tideline (because she didn’t blend it down the neck or in the hairline or anything) but it’s a free service, so I couldn’t complain :)

    • Ruth
      September 3, 2012 / 9:24 am

      Hmmm. Yes, really she could have just removed the makeup at the jawline. I think this kind of thing is exactly what No7 are trying to avoid, actually – nobody wants ALL their makeup taken off, they should be able to walk away feeling great and not as though they need to go and re-do their entire face! If it’s a free service it should still be a good service! xx

  19. Elise
    August 30, 2012 / 5:35 pm

    What if you have some redness in your skin? do you end up with a really pink toned foundation, or does it measure “beyond” that, deeper into your skin? :)

    • Ruth
      September 2, 2012 / 8:59 am

      Good question! I *think* from what I’ve read that it takes into account redness/sallowness and matches accordingly. I’ll have to fish the info out of the recycling and look! LOLOLOLOL. x

  20. Jo
    August 31, 2012 / 4:37 am

    So exciting! I heard from Lisa Eldridge. So very awesome. It’s nice to get a report from another source as well. Sigh I wish I lived where I could try one. ;)

  21. Flick
    August 31, 2012 / 2:42 pm

    very pleased that they’ve unified the colours across the ranges – friends still laugh (at me, not with me) about my no7 orange tinted moisturiser mishap (went on fine, turned progressively more orange throughout the day until I was compared to the sun in the tellytubbies).
    I am going to try this as I am a complete fan of Lisa Eldridge. I am slightly concerned that because of some issues with redness I might be matched to a pink toned foundation when in fact I need a very pale yellow toned one to calm it down (and in fact I am a super pale yellow toned creature). We’ll see if it matches up to my nars and MUFE must haves.

    • Ruth
      August 31, 2012 / 6:04 pm

      Let me know how you like it! LOL at the orange experience… x

  22. Flick
    September 1, 2012 / 1:01 am

    yes, am going to go test it.

    (friends made lovely comments like “we don’t need a light on in here” etc etc)

  23. Kate
    September 1, 2012 / 9:47 am

    Sounds perfect. Thing is I had to move away from liquids and mousse cos of hot flushes. I am only 39! I now use mineral as its light weight. Tried so many liquids and none feel nice once I start to heat up. Mineral is must easier to touch up than sliding liquid. Does the line include a mineral?

    • Ruth
      September 2, 2012 / 9:01 am

      They do have a mineral one, but online it only shows one shade. I’m pretty sure that it was going to be available in all shades so worth checking your nearest larger Boots! x

  24. September 4, 2012 / 5:30 am

    This is a must-try for me when I get to London later this month!! I’ve always been lemming for No 7 products ever since I started watching Lisa Eldridge.

  25. Pam
    September 4, 2012 / 12:27 pm

    Popped to Boots to get some foundation today and WASTED over an hour of DIY blending, before I spotted this! Voila, 5 minutes later I was zapped and ready to purchase. What can i say, the skin colouring match was excellent and it blended so well. I tried all sorts of lights & mirrors as I walked around town and it did look very good. Also there was no shimmer- hate glittery foundation! Ps it was on 3 for 2 in the UK too. Saves a lot of money on foundation that looks ok in stores & pretty horrific when u apply at home!!! Enjoy :-)

  26. Chantal
    September 4, 2012 / 10:13 pm

    Not impressed at all with no7 colour match it is completely the wrong shade and did not blend with my body it looked like i was wearing a pale clay face mask and my natural body colour is a golden beige. My mum hated it too, my mum is Italian and has a golden beige olive complexion and body colour, the no7 colour match machine said she was the palest/whitest colour on the chart and was shocked. She gave the sample a try and we burst out in fits of laughter as it looked like she was wearing a white face mask and did not blend with her neck or arms general body colour etc looked very unnatural!!!

  27. Claire
    September 5, 2012 / 4:40 pm

    I have redish toned skin and have trouble finding the right tone too, was matched to cool beige colour and when she applied for me I was amazed as it covered it really well and looked great, I bought some straight away, great service

    • Ruth
      September 6, 2012 / 10:24 pm

      Glad to hear it! x

  28. Denise moreton
    September 7, 2012 / 7:46 am

    How much is it please ?

    • Ruth
      September 7, 2012 / 2:02 pm

      Is what, sorry? The matching service is free x

      • blah blah
        January 12, 2014 / 11:41 am


  29. Lorna
    September 15, 2012 / 1:16 am

    I’m really disappointed with the No7 foundation range. I am a light skinned black woman who finds it really hard to find a foundation with yellow tones rather than red. I was so overjoyed when i managed to find the perfect foundation in the No7 range. I had so many complements about my complexion as it matched up so well. I was nearing the end of my bottle so decided to top up again only to find that they don’t do that colour anymore. So i sat down with the assistant and this new gadget, was assured this was the colour for me, got home and compared it to my old one. 2 shades too dark, i looked ridiculous! Even too dark for my mum who is darker than me. So i have now had to start my hunt again as No7 no longer have one to suit my skin. Feel like they have taken a step back. To top it all off, when i pointed this out to an assistant a few days later, she pointed to another lady and said “well she’s about your colouring and that’s what she wears” ????

  30. redhead
    October 1, 2012 / 5:21 pm

    Very unhappy with this new service. I am pale skinned and most high street brands don’t go pale enough so when I heard about this new service I thought it would be great but it turned out that I was completely wrong. It took the women about 10 goes before the machine match me up and with completely the wrong colour. The machine said I was the palest colour (which was not a surprise) then the women matched me up with the everyday foundation and gave me a small tester. When I got home I put in on and it looked like I was wearing an orange clay mask and it felt like it too. Not happy in any way.

  31. Lyd
    October 5, 2012 / 4:57 pm

    I went today to be matched. There were two ladies who were helping women with foundation but were not using the machine. I thought my boots maybe wasn’t using it for some reason so I asked and they did use it. The woman looked a bit disappointed actually and I do wonder if they feel like it has stolen their thunder a bit… Anyway, I was matched to cool vanilla in stay perfect and I really love it. I have really cool skin and it is normally a pain to find a good match but this is great. Thanks Ruth! x

  32. Toriann
    February 1, 2013 / 6:33 pm

    Stupid question is it safe to be foundation matched while pregnant?

  33. 47foundationsinmydrawer
    April 12, 2013 / 7:20 am

    I’m a little late to get involved with this as I don’t live in the UK but anyway. I’ve been on accutane for the last 3 months I’ve noticed changes in the colour of my skin. It appears much redder so I asked to be matched to my neck. The colour I have comes out very dark on my face (it also looks too dark to me inside the bottle but I can be unrealistic about how pale I am I think). I blend it into my neck to smooth it out but then if I ever hold a hand to my face you notice a huge difference between hand, slightly darker neck, dark face. I don’t know if it’s my accutane causing this as I’ve found foundation matching much harder since I started but there we are, word of caution to other accutane users (and people in general maybe) take a mirror. See the foundation in day light. Leave it a couple of hours (if you can) to set into your skin before buying.

  34. Lucy
    August 28, 2014 / 1:22 am

    Is it required that you buy the £16.50 foundation or could you buy the natural one in the tube (£10 I think) ?

  35. dean
    September 28, 2014 / 9:31 am

    Iam a transvestite can i use the colour match in any boots store.

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