AI is everywhere today, and it’s only becoming a bigger part of our lives. People are turning to tools like ChatGPT for everything from advice to recommendations and while some embrace it, others remain hesitant.

When it comes to beauty, most recommendations still come from friends and family, influencers, ads, or in-store salespeople. No shade to any of them, but there’s usually something missing.

Your friend might not have your skin type, hair texture, budget, or lifestyle. Many influencers are paid to promote products that work for them, not necessarily for you. Advertising takes a “push” approach, showing you what brands want you to buy, not what’s truly right for you. And while in-store experts can be helpful, they rarely have encyclopedic knowledge of every brand or product, and they’re often guided by sales incentives, not personalization.

We start by understanding exactly what you’re looking for: your goals, preferences, and needs, and then we match you with the best of what’s out there.

Our AI scans thousands of products to narrow the field, but that’s only the beginning. Every recommendation is then powered by our team of experts in beauty, dermatology, ingredients, hair, makeup artistry, packaging, and product development.

This combination of smart technology and real human insight makes all the difference. For every match, we explain why it’s right for you, break down the key ingredients and formulas, highlight real social feedback, and introduce you to the brand behind it.

We’re not a faceless algorithm: we’re your beauty besties. And if we ever get it wrong, just tell us and we’ll make it right.