A system for matching a cosmetic base to a user's skin tone using a mobile device application. The system analyzes the user's skin tone from a captured image and determines a shade that matches the skin tone and that inconspicuously conceals a flaw or a blemish. The system instructs the user in lighting and dress so that a captured image is useful for analyzing skin tone. The system uses an app allowing the user to capture the image at home or in another convenient, discreet private location. The system allows the user to procure a commercially available matching shade, selectively providing a coupon, or order a custom manufactured matching shade. The system tracks orders and coupon redemption for a plurality of providers of cosmetic bases associated with the app.