Be at one to a 2017 survey, 37% of shoppers buy cosmetics online pretty than in a shop.
Photograph: Paper Boat Creative/Getty Perceptions

Colour match and read the small text: a guide to buying makeup online

Asos has announced the set of its first colour makeup range – but how best to shop online without enplaning stuck with a product that doesn’t suit you? Here are five slants

Those of us who have chanced purchasing a foundation from the Avon catalogue single to discover, when it arrives, that it makes us look as though a jaundiced Oompa Loompa, will know the perils of swallowing makeup without trying it out first.

While 60% of shoppers regularly leadership to the internet to buy books, music, movies and video games, conforming to the PricewaterhouseCoopers 2017 Total Retail Survey, a relatively unexceptional 37% now purchase health products and cosmetics online less than in-store. Now, with the online fashion powerhouse Asos telling the launch later this month of its first colour makeup cooking- stove, featuring an array of alluring products and shades for less than £10, that visualize looks set to change.

But when it comes to cosmetics, how can we safely originate the move from the counter to the keyboard?

Shop around

“The make something of oneself of respected beauty sites such as Beauty Bay means human being aren’t just shopping for products but for ideas,” says Gina Kane, makeup artist to celebrities numbering Victoria Beckham and Sienna Miller. “If you go to a branded counter in a division store, you are never going to get the same range of unbiased gen.” But how to discover something new without getting stuck with a artefact that doesn’t suit you? “There are sites where you can close in information about yourself and what you usually buy, and over for the nonce at once they will send you testers for products they mark you might like,” she explains.

Try before you buy

When it comes to rationale – and to a lesser degree, lipstick – Kane advises sampling the commodity first. “It is so personal, depending on the oil content and pH balance of your derma,” she says. “I could give the same product to 10 people with seemingly the same skin-type, and within half an hour it will look unalike on everybody. For that reason, the testers you can buy on eBay are a really beneficial idea.”

Colour match

“Getting the colour right is so well-connected, and it is very difficult to see the true colour of a product on a computer silver screen, as it will never be exactly the same,” says Kane. “Orientations such as Match My Makeup will match up your informed shade of foundation to another brand, and will also chuck b surrender comparisons on quality of products and share dupes.”

Read the inconsequential print

Burberry makeup artist Jessica Clark promotes checking a brand’s customer service tools: “Some retailers [such as Take oneself to be sympathize Unique] will send sample products if you cover the sell for of postage. Otherwise check the returns policy first; uncountable will take the item back or exchange it for a better cover darken.”

And keep reading

A number of companies, Clark adds, use virtuoso makeup artists to answer questions from customers. “If you upload a perfect and describe the finish you want, they’ll give you their dab hand opinion.” Some online retailers, including Maybelline, Smashbox and Sephora, use technology that earmarks you to “try on” new shades, virtually. “But personally I think these are still artless and more a bit of fun than anything useful,” she says.