AI powers beauty’s next frontier from retail to longevity science

The beauty industry is deploying AI across various parts of its value chain, with recent partnerships seeing the tech used for both product discovery and product creation. 

In the European Nordic region, Revieve has partnered with Matas Group to implement AI-powered skin and makeup advisors across Matas and Kicks locations. Evaluating the results, the beauty tech company found that AI tools drove conversion uplifts of 331% for virtual try-ons and increased order values by up to 37%.

“The commercial results across our digital channels confirm that customers respond powerfully when the experience truly speaks to them. This partnership is an important part of how Matas Group intends to win the Nordics,” says Claudia Holm, head of Digital Business Development of Kicks and Matas, Matas Group.

Meanwhile, in Latin America, biotech company Debut has partnered with Brazilian beauty giant Natura to commercialize a longevity ingredient complex discovered by AI. Tapping the tech to screen billions of molecular possibilities in days instead of centuries.

The tech allows Debut to screen 96 billion molecular possibilities computationally, accelerating the discovery of novel actives, which Natura then blends with its Amazonian botanicals to target the biological drivers of skin aging.

Revieve’s AI beauty tools boosted conversions and order values for Matas Group.“This collaboration represents a new frontier in beauty innovation where advanced science and nature work in synergy to deliver a new standard of clinically validated performance,” says Joshua Britton, founder and CEO at Debut.

AI driving commercial results

Revieve and Matas’ Nordic-wide partnership will extend to Matas locations in Denmark and Kicks locations across Sweden, Norway, and Finland. The partnership covers online, mobile, and in-store touchpoints for both brand names, amounting to a combined loyalty member base of over six million people — one of the largest beauty loyalty communities in the region.

The deployment includes three primary Revieve solutions, including its AI Skin Care Advisor, which offers personalized skin assessment via selfie uploads. Moreover, the company’s AI Makeup Advisor, providing guided product discovery, and the Makeup Virtual Try-On on product pages, will also run from the partnership.

All three features are live on both brands’ websites and apps, and Kicks has additionally launched an in-store pilot across five of its locations in Stockholm, Sweden. The pilot brings AI consultations onto physical retail floors, bridging the gap between online advisors and brick-and-mortar spaces.

According to Revieve, the partnership is already delivering strong commercial results above industry benchmarks. Compared to non-AI interactions, the Virtual Try-On tool drove a 331% uplift in conversion, while Skin Analytics rose by 180%, and Makeup Advisor by 153%. Moreover, the average order value increased by up to 37.3%.

According to Matas Group, the results confirm that personalized AI experiences build customer loyalty and drive growth.

Debut and Natura partner to create a longevity complex for Latin America, combining AI, biotech, and Amazonian bioactives.“Seeing strong commercial results across both banners is a powerful confirmation that we are building something that genuinely matters for Nordic beauty customers,” says Sampo Parkkinen, CEO and co-founder at Revieve.

LATAM longevity innovation

Debut and Natura’s strategic partnership aims to commercialize a new AI-discovered longevity ingredient complex for Latin America. The collaboration combines Debut’s AI-powered molecular discovery platform with the two decades of expertise in Amazonian bioactives that Natura boasts having.

The companies will use Debut’s technology to develop a complex that fuses novel biotech actives with Natura’s botanical ingredients, such as Ucuuba and Tukumã. Once the fusion has been clinically validated, the companies say that products featuring the complex could launch as soon as next year.

“By combining genomics-enabled molecular design with Natura’s unique heritage in botanical actives from the Amazon, we are unlocking new possibilities for product innovation,” says Britton.

For Debut, the partnership marks its entry into Latin America, and for Natura, it advances the company’s shift toward “functional well-being” that is backed by science. The pair will build on Natura’s legacy of using Brazil’s culture and biodiversity to create cosmetic ingredients.

“We are combining three powerful things: nature’s billions of years of wisdom, the traditional knowledge of our communities, and the latest in technology and AI. We are using modern science alongside our roots to deliver real, effective results for our customers,” concludes Manuel Rios Krauss, chief R&D and innovation officer at Natura.