The technology analyzes individual skin tones in real-time, allowing for the creation of customized complexion products on-site within minutes. By shifting the focus from inventory-heavy retail to data-driven personalization, the brand aims to replace the industry standard of compromise with exact color matching. Co-founder Ruth De Leo suggests this model prioritizes efficiency over the conventional retail demand for increased stock and shelf space.
Following the London launch, the partnership will expand across the John Lewis estate by spring 2027. This rollout serves as a strategic precursor to the brand’s planned entry into the US market. Helen Spencer, Beauty Director at John Lewis, noted that the exclusive addition aligns with the retailer's commitment to integrating high-quality, innovation-led brands into their physical beauty departments.
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