1. Let brand spokesmodels guide you. From Beyoncé to Lupita Nyong’o, makeup brands everywhere are signing on more black women of various skin tones as spokesmodels in order to show off a range of foundation shades. Celebrity makeup artist Sam Fine, who counts Queen Latifah (the face of CoverGirl’s Queen Collection) as one of his top clients, advises black women to use ad campaigns or in-store displays with darker-skinned models as a guide when foundation shopping. You can usually find the exact shades that are shown in the ad, and that can help you find your foundation fit a little easier.
If you can’t swipe the foundation on, hold the bottle up to your chin and jawline to make sure the colors match up. If you are able to test out a few foundations in-store, use your ring finger to dab a bit of each shade onto your chin, jaw, and neck. The shade that basically disappears into your skin will be your perfect match.
Sir John also recommends getting close to a window so that you can view the shade against your skin in natural light. “Daylight will always show you the closest match,” Fine says. “It shows the truest color and undertone of a foundation.”