Startups are reinventing customer experience in fashion and beauty through personalized products and services based on customer data, new direct-to-consumer brands meeting community needs, and new services combatting counterfeiting. The document highlights 20 startups including those offering custom-formulated cosmetics, color-matching makeup recommendations using selfies, custom shoe design, and authentication services to verify product authenticity. Several startups are already partnering with major brands and retailers or are potential acquisition targets.

1. Fashion & Beauty Tech:
20 startups that are reinventing customer experience
© Shiseido by Serge Lutens

2. Introduction
As part of our projects including market watch, cultural and digital transformation and optimization of
customer experience, we regularly present our clients in Fashion, Beauty and Luxury, some of the most
innovative and/or disruptive startups from around the world.
We are thrilled to highlight a selection of 20 Fashion and Beauty Tech startups that we believe are
reinventing customer experience and are likely to become industry game changers.
Our selection:
• Startups that create personalized products and services based on customer data.
• Startups that have conceived of a new generation of direct-to-consumer brands based on
community needs, high quality products, transparency, comfort etc.
• Startups that have invented new services and business models based on commodity or
sustainability.
• Startups who have created immersive experiences that help customers in their buying decision
process.
• Startups who are fighting against counterfeit threats/risks.
Several of these startups already collaborate with prestigious and early adopter brands and retailers.
Others are potential targets for Fashion/ Luxury or Beauty groups and brands for investment or
acquisition.
2© iVentures Consulting 2016

3. Fashion & Beauty Tech:
20 startups that are reinventing customer experience
Personalized
Products & Services
Immersive
Experiences
New Direct-to-Consumer
Brands
New services &
Business models
Combatting
Counterfeiting
3© iVentures Consulting 2016

4. PERSONALIZED
PRODUCTS & SERVICES
4© iVentures Consulting 2016

5. www.codageparis.com
55© iVentures Consulting 2016
Direct-to-Consumer Custom Formulated Cosmetics (FR)
Who they are:
Codage Paris is a cosmetics brand that
formulates and creates custom-made
skincare for the specific needs of customers.
Products include: face products, eye contour
serums and dietary supplements.
Customers who know the needs of their skin
or have a "beauty prescription" from one of
Codage’s expert partners, can create online
exclusive skincare formulas. Within one
week, Codage formulates their "all-in-one"
bespoke serum, custom-made in France,
labelled with the customer’s initials and
delivered worldwide.
Customer benefits:
• Create online custom-made products
specifically for individual skin’s needs.

6. Who they are:
Through the use of a simple selfie, Plum
Perfect is photo-based technology that
assists women to find the right shade of
makeup based on their skin, lips, eyes and
hair color.
Customer benefits:
• Receive personalized make-up shade
suggestions based on individual skin,
lips, eyes and hair color.
Brand benefits:
• Engage consumers.
• Increase conversion rate and overall
customer satisfaction.
Clients:
Iman Cosmetics, Macy’s …
Listed as “Business & Tech professionals who
are changing the game in 2016” by The
Huffington Post.
Color-analyzing Technology and Mobile Application (USA)
www.plumperfect.com
66© iVentures Consulting 2016

7. Who they are:
Shoes of Prey is a global, multi-channel retail
brand that enables shoppers to design their
own shoes online.
Using the “Shoes of Prey 3D designer”,
customers choose the shape, color and
height of their shoes. Designs are handmade
within 4 weeks and delivered worldwide.
Shoes of Prey has 5 physical shop-in-shops
at Nordstrom stores in the US and 1 store at
Jones in Sydney.
Customer benefits:
• Create the shoes consumers want.
Client / partner:
Nordstrom.
Best International Conqueror 2015 &
Online Retailer of the Year 2014 at the Online
Retail Industry Awards.
Shoe Customization Brand (AU)
www.shoesofprey.com 77© iVentures Consulting 2016

8. Who they are:
Stitch Fix is a personal styling platform that
delivers curated and personalized apparel
and accessory items for women and more
recently for men.
Stitch Fix blends expert styling, proprietary
technology and data to solve fashion needs
for women and men and deliver a
personalized shopping experience.
Customers share their style profile with a
personal stylist. A non-subscription model,
they get 5 hand-selected pieces of clothing
delivered to their door. They keep and pay
only for what they want and return the rest.
Customers send specific feedback to better
future choices.
Customer benefits:
• Service of a personalized stylist that
evolves specifically based on their taste,
needs, lifestyle and feedback.
www.stitchfix.com 88© iVentures Consulting 2016
Personal Styling Platform for Women & Men (USA)

9. www.wayskin.com 99© iVentures Consulting 2016
Pocket Dermatologist Connected Device (KR)
Who they are:
Wayskin is a pocket dermatologist connected
device that collects data from users’ skin and
surroundings and provides them
personalized skincare recommendations
(like how often they should apply
moisturizer.) This information comes directly
to their smartphone.
Wayskin is building a Big Data platform that
gathers skin and environmental data from 44
countries. Based on the data collected,
Wayskin provides a comparative analysis
with others with the same skin type.
Customer benefits:
• Get instant personalized skincare
recommendations.
Grand prize and $100,000 Google credit at
Israel startup competition 2014

10. NEW DIRECT-TO-
CONSUMER BRANDS
10© iVentures Consulting 2016

11. Who they are:
Everlane is a premium clothing design
company for women and men. The brand is
sold online, at trunk shows and now has its
first brick-and-mortar store in San Francisco.
Everlane sells minimalist basics like T-shirts,
sweaters, loafers, and bags, made with high-
quality fabrics but sold at lower prices by
virtue of cutting out the middlemen.
Everlane’s philosophy is “radical
transparency”: transparency about pricing
(Everlane vs. Traditional retailers) and
transparency about sourcing and labor
practices.
Customer benefits:
• Directly buy high-quality basics at
reasonable prices and made in fair and
ethical conditions.
www.everlane.com
1111© iVentures Consulting 2016
Direct-to-Consumer Transparent Fashion Brand (USA)

12. Who they are:
Glossier is a Direct-to-Consumer online
beauty brand, created by Emily Weiss,
founder of the online beauty magazine and
community “Into The Gloss” (more than 1M
unique readers/ month).
Glossier released a product line to support
its community by creating a line of bi-dual
curated skincare and makeup products
“focused on immediate results and a dewy,
healthy complexion, based on the opinion
that any product should be addressing
fundamental skin issues”, according to its
founder.
Customer benefits:
• Directly buy affordable products based
on the needs of the community.
Direct-to-Consumer Beauty Brand (USA)
www.glossier.com
1212© iVentures Consulting 2016

13. Who they are:
Stòffa is a Direct-to-Consumer menswear
brand created by Agyesh Madan, sold both
online and via trunk shows.
Stòffa started as a small collection of hats
and neckwear and has expanded into made-
to-measure trousers and outerwear.
Stòffa has made quality tailor-made
affordable, while streamlining the process.
Its service takes 2-3 weeks instead of 8-12
weeks (market average).
Customer benefits:
• Directly buy great value and affordable
made-to-measure products, produced in
a timely fashion.
www.stoffa.co
1313© iVentures Consulting 2016
Direct-to-Consumer Menswear Fashion Brand (USA)

14. Who they are:
Described as the Tesla of stilettos, Thesis
Couture offers scientifically designed high
heels with premium designer styling.
Using structural engineering, advanced
materials, and a keen focus on human
factors, Thesis has created a patent-pending
internal architecture of core components to
replace the century-old parts still used in
today’s painful high heels. Its design and
materials measurably improve load
distribution across the foot, impact shock
and friction, which results in a healthier &
l o n g e r- w e a r i n g s h o e t h a t n e v e r
compromises on sexy aesthetic.
Customer benefits:
• Directly buy comfortable designer styled
high heels.
www.thesiscouture.com
1414© iVentures Consulting 2016
Direct-to-Consumer Stiletto Brand (USA)

15. NEW SERVICES & NEW
BUSINESS MODELS
15© iVentures Consulting 2016

16. Who they are:
Glam Squad is the Uber for beauty services
allowing to book a pro team for hair, makeup
and nails via an app and website. Based on
the style the user has selected, Glam Squad
will assign a beauty professional to arrive in
as little as 90 minutes.
Glam Squad operates in New York City, Los
Angeles and Miami.
Customer benefits:
• Get the same on-demand luxury styling
as the rich and famous.
• Commodity: fast booking through an
app; beauty professionals come to
customers at their home, office or hotel.
On-demand in-home Beauty Service (USA)
www.glamsquad.com
1616© iVentures Consulting 2016

17. Who they are:
Rent the Runway is the Netflix for premium
fashion apparel. It is an online E-commerce
service that allows women to rent premium
designer apparel and accessories (Diane Von
Furstenberg, Kate Spade, Equipment, Tory
Burch etc.).
For $139/month, subscribers can rent up to 3
items for an unlimited period of time. Items
can be sent back and exchanged for other
outfits.
Rent the Runway expanded beyond pure E-
Commerce into Brick & Mortar stores in
major US cities (NYC, Chicago, Las Vegas,
Washington DC).
Customer benefits:
• Get designer dresses, accessories, tops,
skirts and more on rotation.
One of the 50 companies disrupting the status-
quo in 2013 by CNBC.
www.renttherunway.com 1717© iVentures Consulting 2016
Women’s Fashion Rental Service (USA)

18. Who they are:
Material Wrld is a luxury fashion trade-in
service for customers to earn upfront
shopping credit at top retailers.
Women trade in designer fashions they no
longer wear and shop for new items at 700+
retail locations nationwide such as
Bloomingdale's, Barneys, etc… using their
Material Wrld Fashion Trade-In Card powered
by Discover.
Customer benefits:
• Refreshing their wardrobe, with their
own trade-in kits and cash incentives.
• Alleviate their “fashion guilt” by
recycling.
Luxury Fashion Trade-in Service (USA)
www.materialwrld.com
1818© iVentures Consulting 2016

19. IMMERSIVE
EXPERIENCES
19© iVentures Consulting 2016

20. Who they are:
Fittery’s big data solutions create
merchandising tools for retailer sites that
guide shoppers to items that fit them best,
while delivering sales and product insights to
better inform retailer strategies.
Customer benefits:
• Eliminate the hassles of fitting rooms and
online returns.
• Make the clothes shopping experience
smarter.
Brand benefits:
• Increase conversion rate and overall
customer satisfaction.
• Reduce return rate from 30-40% (market
average) to 6% (Fittery average).
Clients: J. Crew, American Eagle, Ralph Lauren
etc.
Fashion & Technology Lab program 2016
Big Data solving the online Clothing Fit Problem (USA)
www.fittery com
2020© iVentures Consulting 2016

21. Who they are:
Looklet rethinks traditional image
production and offers a modern, scalable,
and industrialized workflow for fashion E-
commerce players. Looklet provides brands
and retailers with an in-house studio and
creative styling tools to produce high quality
dynamic fashion images.
Customer benefits:
• See fashion items from a multitude of
angles, worn and not worn and on
different looks.
Brand benefits:
• Cut production costs by 2/3 with virtual
models (ie. Vente-privée).
• Simplify shooting production.
• Show products from a multitude of
angles and combinations of looks.
Clients:
Neiman Marcus, Saks, H&M, Vente-privee. JC
Penny, Gilt etc.
Smart Technology for Fashion Imagery (SE)
www.looklet.com 2121© iVentures Consulting 2016

22. Who they are:
Metail is a virtual fitting room service that
allows customers to create an online 3D
model of themselves that reflects their
personal size and shape and to try on
clothes.
Customer benefits:
• Show customers what they look like
from behind, and virtually dresses them.
• Save time on trying outfits.
Brand benefits:
• Increase conversion rate (up 22%) and
overall customer satisfaction.
• Reduce return rate (down 5%).
Clients:
Zalando, House of Holland, Glamour, Dafiti,
Abof.com etc.
IBM Commerce 2015 Ecosystem Technology
Innovator.
Digital Coalition 2015 / Decoded Fashion
Futures Award
Virtual Fitting Room Service (UK)
www.metail.com.com 2222© iVentures Consulting 2016

23. Who they are:
Based on its own patented image processing
technology, Memomi’s MemoryMirror allows
customers to see themselves from all sides,
compare outfits, see how certain clothes look in
certain colors and share the looks with friends.
Customer benefits:
• Shows them what they look like from
behind, and dresses them virtually.
• Save time spent on trying outfits.
Brand benefits:
• A smart-shopping experience.
• Engage shoppers in-store.
• Increase in-store sales.
• Gain valuable shopper data in-store.
Clients:
Neiman Marcus, …
High-end Digital Mirror Software Platform (USA)
www.memorymirror.com 2323© iVentures Consulting 2016

24. Who they are:
ModiFace technology is the basis of the
leading patent portfolio on skin analysis and
facial visualization. Patented augmented-
reality technology can show makeup, hair,
skin and anti-aging changes in LIVE 3D video
and photo.
Customer benefits:
• Try on make up, skincare and hair
products in real time.
Brand benefits:
• Engage consumers.
• Increase conversion rate and overall
customers satisfaction.
Clients:
Sephora, L’Oréal Professionel, Urban Decay,
Avon , Loft etc..
Inc 500/5000 fastest-growing company
Samsung Challenge Top Lifestyle category
winner.
Augmented Reality Technology for the Beauty Industry (CA)
www.modiface.com 2424© iVentures Consulting 2016

25. Who they are:
Oak Labs enables retailers to create magical
and meaningful customer experiences, while
capturing previously unattainable shopper
insights.
The Oak Mirror is an interactive, touch-
screen mirror that empowers shoppers to
customize their fitting room's ambiance,
explore product recommendations and
digitally seek assistance from store
associates.
Customer benefits:
• Assist and ameliorate in-store customer
experience.
Brand benefits:
• Offer a smart-shopping experience.
• Engage shoppers in-store.
• Increase in-store sales.
• Gain valuable shopper data in-store.
Clients:
Ralph Lauren, …
Interactive Fitting Room (USA)
www.oaklabs.is 2525© iVentures Consulting 2016

26. COMBATTING
COUNTERFEITING
26© iVentures Consulting 2016

27. Who they are:
Cypheme is artificial intelligence technology
able to detect counterfeited products by
analyzing their package's microstructure
through a smartphone’s camera and
machine learning methods.
Customer benefits:
• Check authenticity of a cosmetic
products.
Brand benefits:
• Protect brands and customers against
the threat of counterfeit.
Clients:
Lactybio, …
Bosch Ventures Award 2016
Microsoft Accelerator Paris (8th Class)
Smartphone based Anti-Counterfeit Technology (CHINA)
www.cypheme.com
27© iVentures Consulting 2016

28. Who they are:
Hikitag is an exclusive registration & peer-to-
peer authentication service, designed to
protect luxury brands and their consumers
against the threat of counterfeit. Each
product carries a tag with a unique product
ID number which, once activated and
registered on Hikitag.com or via the app, is
matched with an Authentication Code only
available in the owner's secure account.
Customer benefits:
• Check authenticity of a luxury product.
Brand benefits:
• Protect brands and customers against
the threat of counterfeit.
Clients:
NA
ABC Luxe Digital innovation award 2016.
Registration & Authentification Services (UK)
www.hikitag.com 28© iVentures Consulting 2016

29. iVentures Consulting is a Boutique Management Consulting company dedicated to Digital transformation and
Ecommerce & Omni-channel in Fashion, Luxury, Beauty and Retail. Founded in 2005 by Aurélia Ammour and Christophe
Biget, iVentures is based in Paris and San Francisco.
• Digital transformation: Digital
integration in all aspects of business
• E-Commerce & Omnichannel
ecosystem audit and strategy definition
• Innovation strategy: Market watch,
Lab/ Accelerator, Startup ecosystem
• Support to deployment
C O N S U LT I N G B U S I N E S S I N T E L L I G E N C E
• Top Management digital transformation
program w/ Ecole 42
• Digital academy
• Reverse mentoring
• Digital day/ tribune
• Learning expedition
C U LT U R A L
T R A N S F O R M A T I O N
• E-Shopper Index: Ranking & Analysis of
leading companies’ E-Commerce
performances throughout the
customer journey
• Deep dive analysis: E-Commerce &
Omnichannel performances
optimization
M A I N C L I E N T S
Beauty: Clarins, Diptyque, Feelunique.com, Lancôme, L’Oréal Paris, LVMH Fragrance, Nocibé, Paco Rabanne, Puig, Sephora, Yves Rocher.
Fashion & Luxury: Baccarat, Boucheron, Céline, Esprit, Givenchy, IKKS, Just One Eye, Kering Group, Lacoste, LVMH Group, Loewe, Moet
Hennessy, Vilebrequin.
Retail: Carrefour, Darty, Fnac, Micromania/ Gamestop, Monoprix, Stokomani, Tati, Truffaut.
About iVentures Consulting
29© iVentures Consulting 2016

30. Press coverage
30© iVentures Consulting 2016

31. contact@iventures-consul2ng.com
www.facebook.com/IventuresConsul2ng
@iVenturesC
Paris office
Christophe Biget
Partner
@cbiget
7/11 rue de l’YveDe
75016 Paris
Aurelia Ammour
Partner
@aammour
1714 Lombard Street
San Francisco CA 94123
San Francisco office
Contact us
31© iVentures Consulting 2016