Smart beauty: the tech startup revolutionising the way we choose and buy beauty products 

The beauty industry has earned a significant and valued place in our daily lives, providing endless options for self-expression, self-care, and personal transformation.

Today, the beauty industry is a multi-billion dollar global enterprise that shows no signs of slowing down – it was valued at $511 billion in 2021 and is projected to reach  $784 billion by 2027.

With the rise of disposable incomes, social media usage, and the increasing influence of celebrity culture, beauty products and services have become more accessible and widespread than ever before. From high-end luxury brands to budget-friendly drugstore options, consumers have an endless array of choices when it comes to their beauty needs. However, with such variety it’s getting more complicated to know which products are genuinely effective and worth the investment.

Through traditional methods, the average consumer is spending an average of seven days navigating through numerous touchpoints before finally making a purchase. Yet, despite all that time and effort invested, 40% of purchases still fail to meet expectations and lie idle in the beauty bag. Just imagine how much waste is created with the beauty industry producing 52 billion units of packaging every day.

Enter Ama Care, the startup with a female-majority team, that aims to simplify the beauty buying process and minimise waste by empowering users to make tailored purchases.

Ama Care’s proprietary beauty product recognition algorithm allows users to take a photo of a product and receive accurate information about its ingredients, safety, and efficacy.

With accuracy rates exceeding 95%, Ama Care’s tool is setting a new standard within the industry.

Founded in 2021, Ama Care launched its demo app in December 2022 and has since acquired over 10,000 users, with an average of 100 organic user acquisitions per day.

Vera Art, Co-founder of Ama Care, justifies their exceptional understanding of the market due to an unfair advantage: “As the majority of the beauty market continues to be women, Ama Care's female-majority team, including their tech developers, is uniquely positioned to cater to the needs of female consumers. Their first-hand experience using the product serves as an unfair advantage in the industry, as they understand the specific concerns and needs of female consumers.”

The startup has compiled a large, comprehensive database of beauty product ingredients, providing safety information as well as details on whether the ingredients are synthetic or organic.

“When we first set out to launch Ama Care, we were confident that there was already a comprehensive database of beauty products available with accurate descriptions and product information. However, to our surprise, such a database did not exist. We were faced with the challenge of collecting this information ourselves, much like Vivino did with their wine database. This is a time-consuming and complex task, but it allows us to create a truly unique and valuable resource for the beauty community,” comments CEO Andrei Palunosik.

There are already several solutions for the ‘smart choosing’ of beauty products, most of them are based on barcode scanning. The biggest problem with these tools is that they are limited to only reading information from the product's barcode, which may not provide enough information for customers to make informed decisions about its suitability for their individual needs.

Additionally, barcodes may not always be accurate or up-to-date, leading to incorrect or outdated information being displayed to customers. This can result in customers purchasing products that may not meet their specific needs or expectations.

To address these limitations, Ama Care is adopting more advanced scanning technologies that use computer vision and machine learning algorithms to analyse product labels and provide more detailed and personalised product information.

This technology can provide customers with a more comprehensive understanding of the product, including its ingredients, benefits, and suitability for their skin type and concerns.

Overall, the beauty tech industry is rapidly developing with new and innovative products and services emerging regularly – from AI-powered skincare analysis and virtual try-on tools to smart beauty devices, personalised products, and 3D printing.

Technology is disrupting the traditional beauty industry and setting new standards for personalised, convenient, and effective beauty solutions. Keeping up with the latest developments in beauty tech is important for both individuals and businesses to stay informed and take advantage of the opportunities presented by this fast-growing industry.

Startup Details

Startup Details


Ama Care

Skin care app.

  • Headquarters Regions
  • Founded Date
  • Founders
    Vera Art
  • Operating Status
  • Number of Employees