We know the feeling: You do your foundation at home and it looks great. You walk into daylight / office light / pub light and it looks like you've used someone else's make-up bag and you're sporting a telltale foundation mark mid-way down your neck that will not blend in, no matter how hard you try.
It may come as no surprise then, that new research from L'Oreal Paris shows around 61% of us are yet to find our ideal foundation shade. But with brands pumping resources into developing more extensive shade ranges and adaptable colour formulations that could all change.
One big brand getting on board is L'Oreal Paris, who have just extended their best-selling True Match foundation to 23 shades (one of the largest ranges on offer in the mass market) and can now claim to match 98% of skin tones.
To celebrate this, they've launched #YoursTruly – a campaign featuring the foundation stories of 23 influences, including Katie Piper, fitness guru AJ Odudu and (excitingly) the first man to ever feature in a cosmetics campaign, beauty blogger Gary Thompson. Yes, they cover how foundation makes them look, but more importantly they speak about how finally finding their perfect shade makes them feel.
August 30, 2016 | ELLE UK by Elle beauty team and Ellen Clarke