Karin Layton and Rachel Wilson, founders of BoldHue, are solving this problem with technology. Layton, a former aerospace engineer, spent five years building a machine that scans your face in three places then instantly dispenses customized foundation. It’s the winner of the 2025 Innovation by Design Awards in the fashion and beauty category.
The $295 countertop device comes with cartridges in five colors that mix to create the correct color; a replacement cartridge costs $20. “Consumers spend a lot of time and money trying to get the right shade,” Wilson says. “And even if you get a color match, your skin tone might change after a day in the sun.”
BoldHue is more eco-friendly than traditional foundation, since a single machine replaces dozens of foundation bottles. A family could buy a unit that can dispense each member’s unique shade.
The founders are now working to create a machine for makeup artists who typically cart around dozens of foundations to create the right mix for their clients. “The system is designed to create as little waste as possible,” Wilson says.
This story is part of Fast Company’s 2025 Innovation by Design Awards. Explore the full list of companies creating products, reimagining spaces, and working to design a better world. Read more about the methodology behind the selection process.