Shiseido acquires beauty technology startup MatchCo

Shiseido Americas has acquired technology and digital tools firm MatchCo.

The combination of MatchCo's digital tools and Shiseido's research and development (R&D) capabilities is expected to establish a business model with focus on cosmetics customisation.

Founded in 2013 by Dave Gross and Andy Howell, the MatchCo mobile app enables users to scan their unique skin tones to find an individually matched custom foundation.

Shiseido's chief executive officer Masahiko Uotani said: “We are thrilled to welcome MatchCo, a company possessing innovative digital technologies, into our Group.

"Creating innovations is an area of special strategic focus for Shiseido Group, and we look forward to offering more unique value to consumers around the world.

"This will now be made possible through accelerated innovation in rapidly evolving digital tools and customised products.”

MatchCo will become a part of Shiseido’s Global Makeup Center of Excellence. The firms intend to focus on improving digital technologies for consumer skin measurement and analysis, improving direct marketing and obtaining insights through direct contact to boost consumer marketing.

Shiseido is currently enhancing its skincare, makeup, fragrance, and digital centers of excellence (COE), while the partnership will allow expansion via additional opportunities in skin foundation category.

---

Image: MatchCo's app. Photo: courtesy of Business Wire/Shiseido.