A barefaced woman studies her reflection, trying on fabric bibs that could have been yanked from a production of “Joseph and the Amazing Technicolor Dreamcoat.” In a video posted on TikTok last month, she is draped in lustrous silver, faint pink, a deep green that recalls a jalapeño pepper.
Standing behind her client as a hairdresser might, Tatum Schwerin oohs and aahs. “Stunning on you,” she says of one warm-toned tapestry. Another, with stripes of terra cotta and butter yellow, is “on the money.”
Ms. Schwerin, 44, calls herself the Color Analysis Queen on social media. She estimates that she conducts about 60 of these sessions a month at her home in Frisco, Texas, with the goal of identifying a palette that best suits a person’s skin, hair and eye colors.
Each 90-minute consultation costs $479. Ms. Schwerin said she was having trouble keeping up with demand.
Ms. Schwerin is among a wave of influencers turning seasonal color analysis, a classification system popular in the 1980s, into a viral phenomenon as well as a lucrative business. It posits that each person’s features can be sorted into a set of shades associated with winter, spring, summer or fall, and offers clothing and makeup recommendations to match.
