Personalized makeup devices have been in development for years now, including upstarts like Mink’s cosmetic “pen” and L’Oreal’s YSL Rouge Sur Mesure Powered by Perso, a personal lip color device that allows users to “print” their own custom shades.

BoldHue, the four-year-old company behind a personalized foundation device, is throwing its hat in the ring, backed by almost $5.2 in funding to date.

By personalizing foundation, BoldHue seeks to boost skin color inclusivity. “No more scouring foundations in Sephora and settling for a subpar duplicate,” an official announcement boasts.

Read more