ILIA, a highly-effective science-based clean beauty brand, guides customers to the perfect shade through their shade finder quiz.

One of the challenges that DTC beauty brands face is how to bring the in-person try-on experience online. ILIA’s shade finder quiz alleviates this by matching customers with the perfect shade of tinted serum and foundation. 

The quiz begins by giving the user an option to take the full quiz or simply upload a selfie and let the ILIA beauty team curate the products for them based on their skin tone. 

If a user decides to take the quiz, they are presented with images of models with a range of skin shades to identify someone who has the most similar shade to them. 

The quiz goes a step further to ensure that the shade is perfect, by asking customers a follow-up question about the tone of their skin; cool, neutral, golden olive. 

To see the results, ILIA collects a user's email as the final step in the quiz.  Knowing that asking for data collection can cause drop-off, ILIA offers a ‘Skip’ button which takes users to the results page instead.

ILIA continues their product and skincare routine education on the quiz results page through the related products. While the curated product (serum or foundation) is the first product customers see on the results page, other complimentary products such as concealer and serums are also promoted below. The products include a brief headline to share what the product is best for such as "To prep and protect skin" to increase the chances of the customer adding the additional products to their cart, increasing their AOV.