Beauty Decoded: The Startups Revolutionizing Skincare

From smart serums to virtual try-ons: five startups using AI to turn data science into self-care.

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Skincare Crafted Just for You

When Stanford computer scientist Dr. Amy Yuan teamed up with CEO Ming Zhao to found Proven Skincare in 2019, their goal was clear: to make skincare smarter and more adaptive through the power of data. Their innovative use of artificial intelligence helps consumers build personalized skincare routines that adapt to meet evolving needs: changing seasons, skin preference, and larger life shifts like moving or pregnancy.

Customers take a short quiz about their skin type and lifestyle, and the California start-up delivers a customized formula available for purchase within minutes. Proven's algorithm uses The Skin Genome Project™, an AI database containing more than 20,000 ingredients and 100,000+ products, to create ideal custom formulas for consumers.

Radical Ingredient Transparency

2024 Webby award winner, OnSkin app, created with the support of AI-based app publisher AIBY, simplifies ingredient transparency for skincare. Product developer Julia Kuprina says of the app

It empowers everyone to make mindful choices and avoid unthinkingly purchasing viral products promoted by influencers and brand marketing teams.

Powered by an AI-driven database, the app helps users make smarter skincare choices. After a brief skin assessment to identify skin type and concerns, users can scan products to receive two main ratings: Safety Score, which evaluates product safety based on potential allergens, toxicity, and endocrine risk, and Skin Match, which checks product compatibility with the user's personal skin goals.

Their current catalog holds more than 2 million beauty products, and more are added daily. If a product isn’t listed users can upload it to the database, and a safety score will generate within hours. Beyond helping users achieve glowing skin, they are partnered with the Skin Cancer Foundation to raise awareness on skin cancer prevention.

To Streamline Beauty Service

Online booking startup Fresha received a 1 million investment from JP Morgan in 2024 to invest in artificial intelligence powered robots to help around salons. A leading beauty management platform, Fresha streamline bookings, payments, and loyalty programs. With over one billion appointments booked in 120+ countries, it’s redefining how salons run their business.

Its subscription-free software helps small businesses and independent professionals streamline operations, leveling the playing field for brands of all sizes. Its intuitive interface and one-stop-shop for all beauty services makes its easy and attractive for users.

The next exciting frontier for Fresha is expanding our research and development in machine learning and integrating AI into daily business operations,

says Fresha founder and CEO William Zeqiri. He envisions “AI-powered robots working alongside humans in the beauty and wellness space.”

Try Before You Buy

E-commerce beauty sales continue to soar but finding the perfect foundation match or nail polish shade online can be difficult; enter PulpoAR an augmented reality shopping company that’s using AI to simplify beauty purchases and help consumers shop with confidence.

With PulpoAR customers can try beauty products from the comfort of their homes. Prospective buyers can trial makeup products or use the company’s AI Skin Simulator, which predicts how skincare products will work on them. Their offerings include AI hair analysis, AR nail polish try-on, and a proprietary SkinAI chatbot: SkinGPT.

Personalized Product Recommendations

With thousands of skincare products on the market, and more added each day, finding the right routine is a minefield; that’s where Noli – No One Like I – comes in. An AI powered multi-brand startup marketplace. They use a database of over 1 million face scan datapoints in conjunction with more than 1,000 products, giving their customers the best recommendations for their unique skin challenges.

The process is simple, users take their skincare quiz with an AI-powered face scan, which is 98% as accurate as a dermatologist. In the quiz customers can also set their skincare goals and preferences. From there Noli’s database comes up with a curated beauty regime, users have option to order directly off the website or purchase the products from a preferred retailer. Noli includes products across price points making it accessible for a range of customers. They pride themselves on not having sponsored recommendations, so users can trust them to unbiased suggestions that best suit their skincare needs.