Concept4 develops packaging to create personalized foundation shades

Hong Kong-based Concept4, which holds the global rights to US company Vessl’s closure and delivery technology in the beauty space, has developed a solution that enables consumers to create customized foundation shades.

Debuted at Concept4’s booth at MakeUp in Paris in June 2025, the idea was born from the observation that while brands are investing heavily in creating inclusive liquid foundation ranges of up to 60 shades, some consumers still struggle to find their perfect match.