On June 2nd we launched our first product with e.l.f. Beauty, the leading, publicly traded, Gen Z beauty brand. Already, the impacts are profound: since June 2025, e.l.f has reported that users who engaged with the shade finder have a more than three times higher conversion rate compared to all site traffic. The brand also reported strong engagement numbers with more than half who use our shade finder choosing ‘add to bag’. The need for our tech is illustrated by the fact that E.l.f app downloads increased by more than 30 percent in the first month following our launch.
This fun reel which e.l.f posted to their Instagram feed illustrates how the illuminateAI technology works on their app, seamlessly and accurately bringing customers to their best shade match.
“Matching people to products is the unsolved problem in beauty e-commerce. Asking consumers to go to stores to try on samples is so last century. We’ve spent years seeking a digital solution that actually works. IlluminateAI is the first company we’ve seen that is doing something really unique. Their breakthrough physics enables the measurement of all skin tones, so we decided to work with them to develop a visual AI product which delivers the luxury of personalization to every single member of our valued E.l.f. Community.”
– Ekta Chopra
Chief Digital Officer of e.l.f. Beauty