Shade Finder: How To Find the Right Shade for Foundation and Concealer

Most of us spent the 90s creating makeup looks with full coverage foundation that was a few shades lighter (or darker) than our natural skin tones. Nevertheless, we layered on our longwear foundations, making sure to create a defined, noticeable edge on our jawline that essentially made us look like we were wearing a mask.

Thankfully, we’ve got better foundation and concealer options, and expert makeup artists to help us find our perfect match within an entire shade range—not to mention giving us tips on proper application of loose powder foundation versus liquid foundation versus the mere tinted moisturizer.

We can let our natural skin tone shine through, and use skincare and makeup products that work with our skin to help bring out our natural beauty instead of covering it up.

We sat down with makeup guru and RMS Beauty founder, Rose-Marie Swift to find out the secrets to finding the right shade of foundation and concealer (even if you are shopping online and only doing a virtual try-on).

What is the Difference Between Foundation and Concealer?

Both foundation and concealer are products that deliver coverage to your skin to help even out skin tone and create a neutral (often matte) palette for the remainder of your cosmetics.

Foundation is usually used for the entire face, or in areas where you would like extra coverage. Concealer is typically used under the eyes to cover discoloration like dark circles, or over blemishes.

Both products can be used all over the face, depending on the level of coverage you want, and what you’re attempting to conceal and/or correct. Most of the time, you’ll want to use as little product as possible to allow your natural skin tone to shine through for a flawless, natural finish.

Concealers and foundations can range in texture from sheer coverage to full, selfie-worthy coverage. The formula you choose depends on how much coverage you want or need, plus of course, your skin type.

🔶New in 2025: Our Revitalize Hydra Concealer is a perfect example of this evolution—it offers medium, skin-like coverage with a satin finish and skincare-grade ingredients to brighten and hydrate while you wear it. It’s ideal for under-eye concerns, redness, or areas where you need precision coverage that won’t crease or cake.

Should Foundation Be Lighter or Darker Than My Skin?

“Your foundation should always be the same color as your skin. Always.” advises Rose-Marie.

Even if you want a sunless tan, you won’t use a darker shade of foundation. This will only leave your skin looking ruddy and create a disaster around the edges of your face.

It’s best to create a natural tan with products that mimic a sun-kissed look, like bronzer, rather than applying dark foundation over your entire face.

Likewise, if you’ve gotten a bit too much natural sun, attempting to downplay it with a lighter foundation shade will only look more noticeable. Instead, use a good moisturizer and highlight your skin with a luminizer.

🔶Wearing a high-protection SPF like our SunCoverup SPF 50 daily can help maintain your skin tone consistently year-round and prevent dark spots and hyperpigmentation that can complicate shade matching.

How Do I Know What Foundation Shade I Am?

The first step in your foundation shade finder journey is finding your skin’s natural undertones. You can determine your skin’s undertones by looking closely at the skin on your cheek.

Your undertones will fall into one of three categories:

• Cool – hues of blues, reds, and pinks
  
  

• Warm – golden, peach, or yellow tones
  
  

• Neutral – a mix of both warm and cool tones
  
  

Many foundations are classified by undertone. Once you know yours, you can better match your shade by swiping a bit on your cheek—not your hand, which is typically a different tone.

It’s always best to have an expert help you select your foundation shade.

At RMS Beauty, we offer online consultations to help you find the perfect shade in under a half hour (giving you plenty of time to move onto your real faves like volumizing mascara and lip balm!).

Should My Foundation and Concealer Be the Same Color?

Normally, you’ll want your foundation and concealer to be the same shade. However, there are definite exceptions to the rule. If your job involves a lot of photography (say you’re an influencer in front of a light ring all day), you’ll want a concealer that’s a bit lighter than your foundation.

Rose-Marie recommends a concealer that has a slightly salmon tone to help counteract the bluish hues you often see under the eyes due to stress, heredity, and thin skin.

🔶The Revitalize Hydra Concealer was developed with that in mind—available in 26 shades across undertones and depth, it makes it easy to choose a slightly lighter under-eye shade or a perfect match for blemish coverage. And thanks to ingredients like Revital-Eyes and Eyebright, it helps treat as it conceals.

If you want to brighten the under eye area, choose a concealer that is no more than one shade lighter than your foundation.

Can I Match My Foundation and Concealer Shades Online?

Yes! RMS offers custom one-on-one consultations to help you determine which shades are right for you.

Our online consultations give you the opportunity to meet with a makeup expert who will take the time to help you find the perfect products and shades to create the looks you want.

We can also offer shade suggestions if you submit a photograph through our website. These photographs should be close up, with no makeup or filters, and taken in natural light.

🔶For those specifically searching “how to choose concealer shade in 2025,” our team will walk you through identifying your undertone, coverage needs, and ideal shade in the Revitalize Hydra Concealer line.

Do I Need a Different Foundation and Concealer for Different Seasons?

Maybe, but if you’re taking good care of your skin, probably not.

In other words, if you tan in the summer, you’ll likely need a different shade, but wearing SunCoverup SPF 50 should keep your skin tone consistent throughout the year—helping avoid premature aging and making it easier to stick to one shade year-round.

What is Color Correcting Concealer?

Color correcting concealer works to neutralize areas of discoloration you have on your skin or under your eyes.

🔶The Revitalize Hydra Concealer includes shades with olive, cool, and warm undertones specifically designed to address common color correction needs, such as redness, dullness, or bluish dark circles—all while nourishing the skin.

What Should I Do If I Bought the Wrong Shade of Foundation or Concealer?

You may have the correct shade, but it’s best to check with an expert to be sure.

If you’ve purchased a shade that is too dark, save it and use it in the summer when your skin tone is likely to be just a bit darker. You can also use it as a shading product to help sculpt the face and create more depth.

If your shade is too light, keep it for winter or use it exclusively under the eyes to help brighten them.

Our Picks

At RMS, you’ll find we specialize in offering products that offer complimentary coverage for your skin.

Our “Un” Cover-Up Cream Foundation and “Un” Cover-Up Concealer create beautiful, flawless skin that looks radiant and real in even the harshest synthetic lighting.

🔶New to the lineup is the Revitalize Hydra Concealer, our skincare-powered concealer with a satin, natural finish and medium coverage. Designed to correct, brighten, and conceal with nourishing ingredients, it’s the perfect go-to for everyday coverage and targeted skin support.

You’ll never feel like your skin isn’t your own when using our products. Our products work synergistically with your skin to help it stay in the spotlight instead of the product.

🔶And don’t forget to pair your base products with SunCoverup SPF 50—our high-performance sunscreen-meets-skincare formula—for long-term skin health and consistency in tone.

As always, our products are the cleanest and greenest in the industry. Formulated with living, raw ingredients, our foundations and concealers never contain any harsh chemicals, toxins, or skin irritants. Our products are full of certified organic ingredients and 100% cruelty-free, so you can have peace of mind when using your favorite shades.

For further help selecting the perfect foundation and concealer shades (and recommendations for other cleaner, greener beauty products), schedule a 1:1 consultation with us—we’re so happy to help you find your own beauty!

Sources:

https://www.masterclass.com/articles/how-to-identify-your-skins-undertone#why-is-it-important-to-know-your-undertone

https://www.health.harvard.edu/staying-healthy/sun-damaged-skin-a-to-z 

https://medlineplus.gov/ency/article/003242.htm