Quick Facts
- Clarins reached 70% conversion rates and doubled basket size in 20-store test of AI shade-matching technology
- Company now rolling out Clarins AI Shade Finder to 200+ stores across seven countries
- Technology uses iPhone cameras and spectroscopy to solve inconsistent store lighting challenges
Clarins achieved extraordinary retail performance with AI-powered shade-matching technology, reaching 70% conversion rates and doubling basket sizes in a pilot program across 20 stores in France and the UK.
The French beauty company quietly launched the Clarins AI Shade Finder beta test in 2025, empowering beauty advisors with iPhone-based tools to photograph customers and match foundation shades accurately. The technology was developed by IlluminateAI, whose CEO Konrad Jarausch created a system using spectroscopy and materials science to measure how skin interacts with light.
“This solved the exact problem being explored at Clarins: inconsistent interior lighting that complicated foundation shade matching for its associates,” said Alex Nkengne, Director of Clarins Digital Innovation Lab. “The light environment is very, very essential when you perceive the color of makeup.”
The results exceeded expectations. Basket sizes doubled as customers purchased additional products like lip color and bronzer alongside foundations. Store associate confidence increased, and the technology created unexpected connection moments between sales staff and customers.
IlluminateAI’s technology works by synchronizing phone screens with cameras, taking photos that measure skin reflection from a known light source. This approach solves the fundamental challenge of varying store lighting that affects color perception.
Clarins is now executing a full rollout to more than 200 stores, counters and kiosks across seven countries: France, the United Kingdom, Ireland, Italy, Switzerland, Mexico and the UAE. The expansion supports the launch of Clarins’ new $65 Double Serum Foundation, with additional locations planned for late 2026.
The success mirrors results achieved by e.l.f. Beauty, which reported three times higher conversion rates for users engaging with similar shade-finding technology. E.l.f. Beauty’s Chief Digital Officer Ekta Chopra called shade matching “the unsolved problem in beauty e-commerce.”
The AI beauty market is experiencing rapid growth, expanding from $3.72 billion in 2024 to an expected $9.44 billion by 2029, according to industry reports. This represents a compound annual growth rate of 21%.
Groupe Clarins generated $1.79 billion in revenue in 2024 and has invested heavily in digital transformation initiatives. The company operates a technology stack including Salesforce Commerce Cloud and has built data analytics into daily business operations.
IlluminateAI has attracted investment from tech-focused VC Augment Ventures and e.l.f. Beauty, which implemented the technology to support its Halo Skin Tint franchise launch in direct-to-consumer channels.
The technology represents a breakthrough in solving beauty retail’s persistent shade-matching challenges, with potential to become standard across the industry as brands seek to improve conversion rates and customer satisfaction.
