BeautyIQ
Makeup for men, without the guesswork
Nobody teaches men how to pick a shade, and store lighting lies. Here every colour is measured, not eyeballed: 2470 base shades across 188 lines, with the closest cheaper alternatives computed one by one.
Where to actually start
1. Concealer: the first purchase
It is for dark circles and blemishes, nothing else. One rule: same depth as your skin, or half a shade lighter under the eye only. Little product, tapped in. If you can see it, the shade is wrong — not your technique.
2. Base: foundation or skin tint
It evens out, it does not mask: a light skin tint is enough to start. The right shade disappears on your jawline in daylight; under store neon three wrong shades all look fine. Every line below has its shades measured one by one, with the closest dupe when a cheaper one exists.
3. Verification: measured, not eyeballed
Every match is a CIEDE2000 colour distance between official swatches: ΔE ≤ 2 is virtually identical, ≤ 3.5 excellent, ≤ 5 good. The same metric the cosmetics industry uses. Before buying, try the shade on your face with the Virtual Try-On or a real-life swatch.
Concealers: the lines we have measured
The smallest category in the catalogue, but the one men search for most: 41 lines, 230 shades measured.
Foundation and skin tints: the most-measured lines
188 lines, 2470 shades measured. The full list is on each brand page.
How we found these dupes
Every colour is converted to the perceptual CIE-Lab space and compared with the CIEDE2000 metric (Sharma 2005 reference), the same one the industry uses to assess colour accuracy. We show a single dupe per brand, ordered from the closest match. The thresholds: ΔE ≤ 2 practically identical, ≤ 3.5 excellent, ≤ 5 good. Prices, where comparable in the same currency, give the estimated saving.
And what is inside?
Colour aside, we check ingredients too: our Endocrine Disruption assessment covers 2871 products in the catalogue, with the method's limits stated before the numbers. Ingredient safety →
We will tell you when it grows
The men's section is new: leave your email and we will write when we add lines and guides. No spam, measured news only.