The problem.

Makeup lovers constantly struggle to find accurate representations of products applied to the skin when researching makeup online. This causes them to end up buying products that don’t meet their expectations.

This pair of photos shows the exact same product- on the left, as it is advertised, and on the right, as it actually appears on our co-founder (left image taken from

Buying makeup can be risky, but it shouldn't be.

Lack of diversity, unrealistic standards of beauty, and sponsored content make navigating retail sites and social media platforms complicated, overwhelming, and confusing. Makeup lovers should be able to reference swatch photos without the distractions of filters and Photoshop so that they can confidently make their purchasing decisions.


With swatchcandy, there's no second guessing.

When a user downloads the app, they can enter their foundation shade so that swatchcandy identifies their skin tone. When the user searches for a lipstick in the app, they see swatches on real people in order of relevance to their skin tone, ordered by our proprietary tone matching algorithm. All swatch photos in swatchcandy’s database are color-corrected and un-retouched to show an accurate representation of the skin and product being photographed.


In a future version of the app, users will be able to take a photo of their skin instead of having to input their foundation shade, and our algorithm will be able to identify and cater search results to additional factors such as undertone, skin type, and more. To learn about how to support us in our journey, please send an email to our team.


Check out our accomplishments!

In August 2019, we were invited to pitch to over 800 investors, entrepreneurs, and students after completing CREATE-X Startup Launch, a rigorous student-focused startup incubator at Georgia Tech. In September 2019, we were featured in the Atlanta Business Chronicle as some of the top young innovators in Atlanta’s tech industry.

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