The beauty industry is putting AI to work across different parts of its value chain. Recent partnerships show the technology being used for both product discovery and product creation. In the Nordic region of Europe, Revieve has teamed up with Matas Group to roll out AI-powered skin and makeup advisors across Matas and Kicks locations. Looking at the results, the beauty tech company found that its AI tools increased conversions by 331% for virtual try-ons and lifted order values by as much as 37%.
AI driving commercial results
“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
Revieve and Matas’ partnership across the Nordic region will expand to Matas stores in Denmark and Kicks stores throughout Sweden, Norway, and Finland. The collaboration covers online, mobile, and in-store touchpoints for both brands, representing a loyalty member base of more than six million people, making it one of the largest beauty loyalty communities in the region.
The rollout includes three main Revieve solutions. These are the AI Skin Care Advisor, which delivers personalized skin assessments through selfie uploads, the AI Makeup Advisor for guided product discovery, and the Makeup Virtual Try-On available on product pages.
All three tools are already live on the websites and apps of both brands. Kicks has taken things further with an in-store pilot program running in five locations in Stockholm, Sweden. The pilot brings AI consultations directly onto retail floors and connects online guidance with physical store experiences.
Revieve says the partnership is already producing commercial results that exceed industry benchmarks. Compared with non-AI interactions, the Virtual Try-On tool delivered a 331% increase in conversion. Skin Analytics recorded a 180% rise, and Makeup Advisor achieved a 153% increase. Average order value climbed by as much as 37.3%.
According to Matas Group, these results show that personalized AI experiences help strengthen customer loyalty and support growth.
“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
In Latin America, biotech company Debut has entered a partnership with Brazilian beauty giant Natura to commercialize a longevity ingredient complex discovered through AI. The collaboration combines Debut’s AI-powered molecular discovery platform with Natura’s claimed two decades of expertise in Amazonian bioactives.
The technology allows Debut to computationally screen 96 billion molecular possibilities, speeding up the search for new active ingredients. Natura then combines those discoveries with Amazonian botanicals to address the biological drivers of skin aging. The companies say AI can screen billions of molecular possibilities in days rather than centuries.
“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.
The companies plan to use Debut’s platform to create a complex that combines new biotech actives with Natura’s botanical ingredients, including Ucuuba and Tukumã. Once clinical validation is complete, products featuring the complex could reach the market as early 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 agreement marks its arrival in Latin America. For Natura, it supports the company’s transition toward what it describes as “functional well-being” supported by science. The two companies will build on Natura’s history of using Brazil’s culture and biodiversity in the development of 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.
