APR 18, 2017:
How do you choose the perfect foundation for your skin tone? From Cosmopolitan and Lauren Conrad to the artists at your local store’s makeup counter, beauty experts around the world have long attempted to answer this important question. Now, it seems taking a simple selfie could be the trick to finding the right shade.
Introducing Slapp, a makeup matchmaker app that actually works. Launching this year on the iTunes App Store and Google Play Store, Slapp truly caters to the modern individual. You take a selfie or upload a picture from your camera roll, then tap on multiple areas of your face – the app will guide you to select certain ones, like your cheeks or chin, for best results. It will then recommend products to suit your ‘true shade’, with a selection of brands including Charlotte Tilbury, Estee Lauder, Illamasqua, and indie names like LA Girl and organic line Vapour Beauty, while also giving you the option to filter by foundation, concealer, contour kit, and more, to suit your needs.
Blush London beauty editor Jamila Roberton decided to create Slapp after becoming frustrated by the lack of choice for darker skin tones in the mainstream market, and seeing an opportunity to meet the needs of a more digitally minded consumer.
‘As a mobile and makeup obsessive, I couldn’t see anyone else specifically targeting me or other millennials on our native platform,’ Robertson told WWD. ‘It still baffled me that at a time when we all have phones with cameras and most makeup lovers love a good selfie, nobody had put the two together to solve this problem.’
Slapp may have started in the UK, but it’s growing and going global – new brands and shades are being added every month, and there are plans to increase the in-app content, which include video tutorials, trend reports, and collaborations with bloggers, artists and entrepreneurs. For Robertson, it’s about creating a more seamless makeup shopping experience. ‘I want beauty to be as easy and enjoyable to shop for online, as fashion has become.’
The best part according to beauty writer Jacqueline Kilikita at Elle, who trialed the app earlier this month? ‘You can click to shop straight away,’ she says, ‘So if fighting your way [to the makeup counter] gives you anxiety, or you simply don’t have time to swatch like an Instagram-pro, this is the one for you.’
What do you think of Slapp? Share your thoughts in the comments!
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