Women spend more on foundation than any other cosmetic, but still get it wrong.

The most expensive item in our makeup bag by far is our foundation, yet despite the heavy investment, we still struggle to find a suitable match.

So despite beauty brands serving this lucrative market with a spectrum of foundation shades – with a price tag to match – finding the perfect colour is still a minefield.

I think that every Asian woman can relate to the survey. Just a few years ago, there was very little choice for brown skin in the beauty market. But now, brands like Mac and Bobby Brown have left us spoilt for choice. However, I think the danger of having so many varying shades means that if we pick a foundation that’s just a shade too light, too dark, too yellow or too pink, we are left looking mismatched.

Mistakes tend to happen when we try a product at a beauty counter, look fabulous under their bright lighting, and snap it up instantly. But when we get home we look very different to how we looked in the store.

So I would advise against a rash purchase, leave the foundation on and see how it wears throughout the day. If it stays put and looks great in natural light, then it’s worth a purchase.

Sometimes you can feel intimidated by the girl at the beauty counter, and then buy whatever she suggests.

Or if you’ve bought from a smaller store or supermarket, the classic mistake is not trying before you buy. In both cases, the key to getting it right is making use of the samples available.

Test lipstick, eyeshadow and eyeliner on the back of your hand. Try foundation on your jawline to see if it matches your face and neck. Most importantly, follow your gut instinct.