MyAvana
MyAvana is an Atlanta-based beauty technology company that builds AI-powered personalized hair care products, including image-recognition analysis and handheld diagnostic devices, targeting women of color and consumers with textured hair through consumer subscriptions, salon channels, and enterprise API licensing.
- Company typePrivate
- Founded2012
- HeadquartersAtlanta, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What MyAvana does
MyAvana (legal entity Techturized Inc.) is a beauty technology company founded in 2012 by Candace V. Mitchell and headquartered in Atlanta, Georgia. The company builds AI-powered personalized hair care products targeted primarily at women of color and consumers with textured or multicultural hair who face high trial-and-error costs when selecting products. Its technology stack combines HairAI (computer vision image recognition on selfie photos), HairSI (scientific hair strand testing), the Unique HairID digital profile system, HairScope (a handheld AI-powered microscopic device for salons), and HairCI (a consumer intelligence data platform), all orchestrated by the proprietary CARE Operating System (Consult, Analyze, Recommend, Educate).
MyAvana operates a multi-channel business model spanning direct-to-consumer subscriptions and one-time services, a B2B2C salon professional tier with hardware and SaaS, and enterprise API licensing and consumer insights for beauty brands and retailers. Consumer products include the mobile app with HairAI instant scans ($9 one-time), Full Hair Scan + CARE Experience ($99), Hair Nirvana Membership Club ($25/month), and Virtual Consultation ($45). Professional offerings include the HairScope device ($399-$499) and Pro+ salon subscriptions ($99-$208/month). Enterprise revenue is generated through HairCI data licensing and the $2,500 Certified Pilot Program plus $5,000 Pro Certification Course.
The company has established strategic distribution with Ulta Beauty (which led its $5.9M seed round in August 2024 at a $50M post-money valuation) and Amazon, operates a retail store in Uganda, and maintains a 50,000+ active consumer Hair & Beauty Network. Award recognition includes Ad Age's Tech Power List 2025, Beauty Matter Future50 (2025), and Beauty Matter NEXT Innovator of the Year (2023). The company has expanded into wellness through the Create to Heal Salon-as-Sanctuary initiative (March 2026) and launched industry credentialing via the Certified Stamp for Healthy Hair Care (February 2025).
MyAvana firmographics
Firmographics- Name
- MyAvana
- Legal name
- Techturized Inc.
- Website
- https://myavana.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- MyAvana is an Atlanta-based beauty technology company that builds AI-powered personalized hair care products, including image-recognition analysis and handheld diagnostic devices, targeting women of color and consumers with textured hair through consumer subscriptions, salon channels, and enterprise API licensing.
- Ownership category
- akta.pro rank
MyAvana industry classification
Industry- Product category
- Beauty Technology / AI Hair Care
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Textured Hair & Protective Styling (Braids/Twists/Locs) (HSALAAAH)
- akta.pro secondary industries
- Professional/Salon Haircare (Backbar & Retail) (CRABABAK), Hair & Scalp Devices/Tools (Dryers, Straighteners, Brushes) (CRABABAG)
Keywords
Where MyAvana is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
MyAvana business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Supply Chain, Infrastructure
Revenue model
- Consumer Subscriptions: Monthly subscription services for consumers including HairAI instant scans, Hair Nirvana Membership Club at $25/month, and full hair analysis services. Provides personalized product recommendations, digital hair profiles, expert consultations, and ongoing support.
- One-Time Consumer Services: One-time purchases including Full Hair Scan + Care Experience ($99), Virtual Consultation ($45), and HairAI Instant Analysis ($9). Includes in-person HairScope appointments with licensed cosmetologists.
- HairScope Hardware Sales: Sale of the HairScope™ device - a hand-held AI-powered hair and scalp analysis tool for salon professionals. Device priced at $399-$499 with additional Pro+ subscription requirements.
- Pro+ Salon Membership: Monthly subscription at $99-$208/month for salon professionals providing access to the personalized hair care technology suite including HairAI, HairSI Kits, HairCI, HairRI, CRM tools, certified education, and sales commissions on MYAVANA products.
- Enterprise API Licensing & Consumer Insights: B2B licensing of proprietary API, real-time consumer insights, and personalization capabilities for brands, retailers, and R&D teams. Provides data-driven intelligence on hair profiles, challenges, product preferences refreshed every 30 days.
- Certified Pilot Program: Data-driven strategic planning and technology integration for hair care brands, retailers, and professionals. Includes HairAI product mapping, targeted marketing campaigns, retail channel expansion, and network integration.
- Professional Certification Course: Comprehensive science-backed curriculum for hair professionals covering hair science, diagnostic techniques, and MYAVANA technology tools. Includes modules on C.A.R.E. System, Unique Hair ID, and Salon Success.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | HairAI Instant Scan - Free tier with subscription option |
| One time/ perpetual license | Pay-as-you-go | Full Hair Scan + Care Experience - Comprehensive hair analysis |
| One time/ perpetual license | Pay-as-you-go | Virtual Consultation - Expert 1:1 video guidance |
| Unit Pricing | Pay-as-you-go | HairScope Device + Pro+ Subscription bundle |
| Subscription | Monthly | Pro+ Subscription - Salon technology platform |
| Subscription | Monthly | Pro+ with Kiosk - Salon technology with retail kiosk |
| Subscription | Monthly | Pro+ Certified Educator Program |
| Subscription | Monthly | Hair Nirvana Membership Club |
| Unit Pricing | Pay-as-you-go | Certified Pilot Program - Strategic growth partnership |
| Unit Pricing | Pay-as-you-go | Pro Certification Course |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels8 records
MyAvana product offering
Product offeringCore offering
MyAvana sells an AI-powered personalized hair care platform that uses image recognition (HairAI™) and scientific strand testing (HairSI™) to analyze a consumer's hair and recommend tailored products and regimens. Offerings span a consumer mobile app and CARE Experience, a handheld HairScope™ diagnostic device for salons, the Pro+ salon-professional platform, and an enterprise HairCI™ API and consumer-insights suite for beauty brands and retailers.
Product overview
MYAVANA is a beauty technology company founded in 2012 that offers a multi-product platform centered on AI-powered personalized hair care. The core technology stack includes HairAI™ for instant image-based hair analysis, HairSI™ for scientific hair strand testing, and the C.A.R.E. (Consult, Analyze, Recommend, Educate) operating system. The consumer-facing products include the HairAI™ Instant Analysis mobile app, the HairScope™ handheld microscopic device for salons, the Full Hair Scan + CARE Experience for in-person consultations, and the Hair Nirvana Membership Club for ongoing support. Business offerings include the Pro+ platform for salon professionals, HairCI™ consumer intelligence for brands, and the Certified Course and Certified Pilot Program for professional development and strategic partnerships. The company has established retail partnerships with Ulta Beauty and Amazon.
Differentiator
Problem solved
Functional benefit
Brands
- HairAI™: Proprietary artificial intelligence technology for instant hair analysis and personalized product recommendations
- HairSI™
- HairCI™
- HairID™
- HairScope™
- MYAVANA Pro+™
- MYAVANA CARE
Products and services
- MYAVANA HairAI™ Instant Analysis AI-powered instant hair scan that analyzes hair texture, type, and condition from a selfie photo and delivers personalized product recommendations; available via mobile app subscription or one-time $9 scan.
- MYAVANA HairScope™ Handheld AI-powered microscopic device for salon professionals that uses segmentation-based algorithms to assess hair and scalp health at the strand level (detects dryness, split ends, breakage); compatible with iPad Mini and iPad Pro on iPadOS 17.4.1+, priced $399 introductory / $499 regular.
- MYAVANA Full Hair Scan + CARE Experience One-time $99 in-person service combining microscopic hair/scalp analysis using HairID™ technology, customized healthy hair care plan, product and ingredient recommendations, sample products, and an assigned licensed cosmetologist for ongoing support.
- MYAVANA CARE Experience (consumer app + concierge) Concierge-style consumer experience delivered through the MYAVANA mobile app, providing HairAI™ instant strand analysis, personalized product recommendations, and access to expert support for the consumer hair journey.
- MYAVANA Pro+ Professional salon success platform ($99–$208/month) providing stylists and salon owners with HairAI, HairSI Kits, HairCI, HairRI, a Pro+ dashboard/CRM, certified education training, global product distribution, and sales commissions on MYAVANA products.
- MYAVANA HairCI™ (Hair Intelligence enterprise suite) Enterprise consumer-intelligence platform with proprietary API licensing providing brands, retailers, and R&D teams real-time analytics on hair profiles, challenges, goals, preferences, and purchasing behavior — refreshed every 30 days from a database of 2B+ analyzed hair strands.
- MYAVANA Hair Nirvana Membership Club $25/month membership delivering hair analysis, personalized plan, personal hair coach, digital HairID profile, product recommendations, recommended stylist, mobile app access, quarterly samples, exclusive content, and weekly expert chat.
- MYAVANA Certified Course Comprehensive science-backed professional certification curriculum (originally $5,000) covering hair science, diagnostic techniques, the C.A.R.E. System, Unique Hair ID, MYAVANA PRO platform, and salon business success.
- MYAVANA Certified Pilot Program $2,500 data-driven strategic growth program for hair care brands, stylists, and retailers that includes HairAI™ product mapping with 972+ HairID™ profiles, targeted marketing campaigns, retail channel expansion via HairAI™ Kiosks, and network integration with 50,000+ active consumers.
- MYAVANA Virtual Consultation 30-minute 1:1 video consultation ($45 standalone; free when bundled with Full Hair Scan) with a MYAVANA Haircare Expert providing personalized guidance on cleansing, conditioning, damage repair, styling, product recommendations, and regimen planning.
Quantifiable outcome
- Retail partners report up to 492% sales growth through digital recommendation system, HairAI Kiosks, and pop-ups
- +2 more outcomes
Companies that use MyAvana
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles4 records
MyAvana technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature6 records
MyAvana partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered flagship, core and minor.
- Sundial Media & Technology Group (SMTG)flagshipStrategic partnership for the Create to Heal Salon-as-Sanctuary initiative, transforming salons into calm, affirming spaces for women navigating trauma and transition. The program pilots in Chicago and expands to Los Angeles, New Orleans, Atlanta, New York, Boston, and Tulsa, integrating MYAVANA's AI diagnostics with restorative beauty services.
- Don't Forget About Me (DFAM)coreNon-profit partner recruiting licensed professionals for the Create to Heal initiative, providing wellness and restorative beauty services to women impacted by trauma through the salon network.
- House of CheathamminorCo-participant in 'The Future is HER: Elevating Beauty Through AI' virtual panel discussion, representing the beauty AI ecosystem alongside MYAVANA and other industry leaders.
- PATTERN BeautyminorCo-participant in 'The Future is HER: Elevating Beauty Through AI' virtual panel featuring industry leaders, scientists, and entrepreneurs discussing AI in beauty.
- Spelman CollegeminorAcademic partner represented by Leyte L. Winfield in 'The Future is HER' panel on beauty AI applications, supporting education and research in the space.
- AmazoncoreAmazon serves as a major retail distribution partner for MYAVANA products. The partnership provides global e-commerce reach and accessibility to Amazon's vast customer base for hair care products.
- Create to HealcoreInitiative partner in the Salon-as-Sanctuary program, focused on transforming salons into community healing spaces for women impacted by trauma.
- UnileverminorListed as a trusted industry partner along with Sephora, utilizing MYAVANA's scientific methodology and hair data capabilities.
- SephoraminorListed as a trusted industry partner utilizing MYAVANA's hair analysis technology and data for enhanced customer experiences.
- U Go GirlminorRecommended safe braiding hair brand that MYAVANA has guided to ensure additional washing and treatment processes eliminate harmful chemicals from their products.
- SLAYYY HairminorRecommended braiding hair brand developed with unique cleansing process, free from toxic chemicals that cause itching and scalp irritation.
- RebundleminorRecommended safer alternative offering plant-based, biodegradable braiding hair as a safer and eco-friendly alternative to synthetic options.
- Love the Hair You WearminorAnnual event sponsor at North Carolina A&T State University, with over $2,000 in scholarships provided to students through the partnership.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
MyAvana competitors and assessment
Company assessmentBroad incumbents
- ModiFace: ModiFace, acquired by L'Oréal, is a beauty technology platform providing AR try-on, AI skin diagnostics, and personalization tools to brands and retailers. It is a broad incumbent comparable to MyAvana's HairCI/HairAI enterprise stack because both serve beauty brands and retailers with AI personalization, though ModiFace operates at L'Oréal's scale and across a much wider product surface.
- Sephora: Sephora is a global specialty beauty retailer that has invested heavily in personalization, digital try-on, and in-store tech (e.g., Color IQ, skincare diagnostics). It is a broad incumbent comparable to MyAvana because Sephora operates both as a trusted partner using MyAvana's data capabilities and as a potential competitor with its own personalization infrastructure.
- L'Oréal: L'Oréal is the world's largest beauty conglomerate with extensive AI and beauty-tech investments including ModiFace and a personalization data platform. It is a broad incumbent comparable to MyAvana because it operates both as a partner brand for HairCI data insights and as a likely acquirer or competitor, with resources and data scale that dwarf MyAvana's.
- Ulta Beauty: Ulta Beauty is the largest US specialty beauty retailer and is MyAvana's lead seed investor and key retail partner. It is a broad incumbent comparable because Ulta increasingly builds and acquires personalization technology and data assets that compete with or absorb MyAvana's value proposition, making it both a strategic partner and a potential disruptor.
- Estée Lauder Companies: Estée Lauder Companies is a global beauty conglomerate that has acquired and built AI personalization, AR try-on, and consumer data capabilities. It is a broad incumbent comparable to MyAvana because it represents both a potential HairCI enterprise customer and a competitor with the scale to replicate or acquire similar technology.
Direct peers
- Function of Beauty: Function of Beauty offers customized hair care and body care products based on individual profiles and goals via a quiz-driven personalization engine. It is a direct peer to MyAvana as both sell personalized beauty/hair care direct-to-consumer with recurring delivery, with the key difference that Function of Beauty manufactures its own custom formulations whereas MyAvANA analyzes hair and recommends across brands.
- Perfect Corp: Perfect Corp operates the YouCam suite of AI/AR beauty apps and an enterprise platform used by brands and retailers for virtual try-on and skin/hair diagnostics. It is directly comparable to MyAvana because both offer AI-driven beauty diagnostics and personalized product recommendations through consumer apps and B2B APIs, though Perfect Corp is broader in scope (skin, makeup, hair) and significantly larger.
- Revieve: Revieve is a beauty technology company that provides AI-powered skin diagnostic, hair analysis, and product recommendation APIs to brands and retailers. It is a direct peer to MyAvana's HairCI enterprise suite because both sell AI personalization infrastructure to beauty brands and retailers, compete for similar B2B API contracts, and operate comparable computer-vision + recommendation engines.
- Prose: Prose is a direct-to-consumer personalized hair care company that uses individual consultation inputs and AI/algorithmic formulation to produce custom shampoos, conditioners, and treatments. It is comparable to MyAvana because both occupy the AI-driven personalized haircare space, combining consumer hair analysis with tailored product recommendations, although Prose owns the formulation step whereas MyAvana focuses on analysis and recommendation across third-party brands.
Emerging players
- Haut.AI: Haut.AI is an early-stage beauty AI company focused on skin and hair analysis using computer vision and machine learning, with APIs sold to skincare and haircare brands. It is an emerging peer to MyAvana in the AI skin/hair diagnostics category, with a smaller dataset and brand footprint but a comparable enterprise SaaS/API go-to-market model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks3 records
Key highlights7 records
Customer concentration
MyAvana social profiles
Digital presenceMyAvana financial estimates
Financial estimateRevenue estimate
Valuation estimate
MyAvana leadership team
Management profileNumber of profiles
Profiles4 records
MyAvana funding detail
Funding detailFunding overview
Funding rounds2 records
Investors11 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MyAvana M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MyAvana
What does MyAvana do?
MyAvana sells an AI-powered personalized hair care platform that uses image recognition (HairAI™) and scientific strand testing (HairSI™) to analyze a consumer's hair and recommend tailored products and regimens. Offerings span a consumer mobile app and CARE Experience, a handheld HairScope™ diagnostic device for salons, the Pro+ salon-professional platform, and an enterprise HairCI™ API and consumer-insights suite for beauty brands and retailers.
Is MyAvana a public or private company?
MyAvana is a private company. It is classified as venture growth investor backed and is currently operating.
When was MyAvana founded?
MyAvana was founded in 2012. It employs 11 to 50 people.
Where is MyAvana based?
MyAvana is headquartered in Atlanta, United States, in the North America region.
How does MyAvana make money?
Seven revenue lines are on record. Consumer Subscriptions are the primary driver. The others are one-Time Consumer Services, hairScope Hardware Sales, pro+ Salon Membership, enterprise API Licensing & Consumer Insights, certified Pilot Program and professional Certification Course.
Who are MyAvana's main competitors?
Broad incumbents on record are ModiFace, Sephora, L'Oréal, Ulta Beauty and Estée Lauder Companies. Direct peers are Function of Beauty, Perfect Corp, Revieve and Prose. Haut.AI is listed as an emerging player.
Does MyAvana have an API?
Yes. The MYAVANA Hair Intelligence enterprise suite provides proprietary API licensing capabilities for brands, retailers, and R&D teams, enabling real-time consumer insights and personalization capabilities. The API allows businesses to access hair profile data, hair challenges, hair goals, scalp challenges, product preferences, hair health, salon services, styling preferences, product purchasing behavior, and product usage analytics.
What industry is MyAvana in?
MyAvana's product category is Beauty Technology / AI Hair Care. Its primary akta.pro industry code is HSALAAAH, Textured Hair & Protective Styling (Braids/Twists/Locs), with a secondary code of CRABABAK, Professional/Salon Haircare (Backbar & Retail). Its NAICS code is 456120 and its SIC code is 2844.