Cosmetics colors are most frequently chosen to match the skin tone of the wearer. Along with skin tone, eye color and hair color are considerations when deciding on cosmetic colors.
The cosmetics company L'Oreal states that skin tone ranges from fair to deep. People with fair skin may opt for lighter colored foundation, and those with a deep complexion may opt for darker colors.
Foundation, finishing powder and bronzer should be chosen to match skin tone and undertone as closely as possible. Other types of makeup, such as eye shadow and lipstick, can be chosen based on personal preferences. Mascara and eyeliner are sold in a variety of colors, but black and dark brown mascara and eyeliner are common and match most skin tones.