Coty Inc.
Makeup discovery
powered by AI
Makeup with a
Virtual Beauty Expert
An AI-powered virtual try-on experience helping Max Factor customers discover and buy the right makeup products.
Beauty decisions are personal.
Online shopping is not.
Buying makeup online meant guessing. Customers couldn't try on shades, get expert advice, or trust that a foundation would match. Conversion rates lagged far behind in-store.
AI-powered personalisation
at every touchpoint
Used facial recognition and machine learning to map skin tone, then recommend products with high confidence. Designed the virtual try-on flow to feel delightful — not clinical.
A consultation experience
inside a product page
Built an end-to-end discovery flow: shade matching, try-on, personalised recommendation, and direct add-to-cart. Validated across 4 user testing rounds before launch.
Convincing Coty to fund
an AI product with no precedent
There was no internal case study to point to. I built the business case from scratch — user research, conversion modelling, competitive analysis — and presented it to the Coty Digital leadership team. Getting sign-off required managing both the brand directors (who feared losing creative control) and the tech team (who had never shipped an AI consumer product). I translated between both worlds.