Primer, Foundation & Concealer Product Testing

From skin-smoothing primers and long-wear foundations to brightening concealers, today’s facial makeup products must do more than perfect the complexion—they must deliver on every promise while often providing true skincare benefits. 

Whether your brand is launching a hydrating foundation, a color-correcting concealer, or a pore-blurring primer, consumer testing is essential to support high-performance claims. Beauty buyers expect formulas that enhance skin tone and deliver a flawless finish across skin types and tones. The Benchmarking Company conducts in-home use testing with diverse consumer panels to substantiate claims like “provides full coverage,” “all-day wear,” “does not settle in lines,” or “visibly evens skin tone.” We deliver the real-world insights and compliant, proven claims your brand needs to stand out—online, on shelf, and everywhere your consumers shop. 

In-Home Use Tests (IHUTs) for complexion products provide the evidence consumers seek while giving brands the regulatory support and claims validation they need. These consumer perception tests offer credible, quantifiable insights from real users, delivering powerful claims like:

“97% of liquid foundation users said their complexion was visibly more radiant”

That is real consumer feedback and the kind of result that converts browsers into buyers—and it’s the unmatched value of a well-run IHUT. The Benchmarking Company’s IHUT methodology adheres to rigorous ASTM standards, and we are proud to be a consumer perception claims-testing lab of record for QVC and HSN and an award-winning consumer product testing company.