FaceCake Marketing Technologies

What FaceCake Marketing Technologies does

FaceCake Marketing Technologies, Inc. is a privately held augmented reality and AI shopping platform company founded in 2010 and headquartered in Calabasas, California. The company builds patented AR Try-On technology that enables consumers to virtually try on apparel, cosmetics, jewelry, eyewear, and accessories in real-time on their own images via webcam or mobile device, without downloads, plug-ins, or extensions. Its product portfolio includes CAKE (first in-browser AR shopping platform), AVA (AI Virtual Advisor developed in partnership with Google Cloud), ShadeScout (mobile beauty app with 100+ participating brands), the Swivel suite (virtual dressing room, Close-Up, Smart Digital Signage), Dangle (AR jewelry app with realistic physics), and Infinite Virtual Closet. Underlying technology combines proprietary computer vision, AR rendering, and a recommendation engine; the company reports billions of cumulative product Try-Ons as a data scale signal.

The company generates revenue primarily through B2B platform licensing, offering the CAKE platform as a white-label solution that brand partners integrate via a small code snippet into existing e-commerce sites, with subscription/recurring pricing on undisclosed commercial terms. Consumer-facing products (ShadeScout and ShadeScout Nails) are free on the App Store, serving as a top-of-funnel engagement layer for the enterprise book of business. Go-to-market combines direct enterprise field sales to retailers and beauty brands, a Google Cloud Marketplace listing for global distribution (since March 2026), App Store distribution for consumer apps, and in-store kiosk/Smart Digital Signage deployments. Named enterprise customers span beauty (Sephora, MAC, Ulta, Chanel, Anastasia Beverly Hills), luxury retail (Neiman Marcus), eyewear (Warby Parker), and footwear (Nike), with additional mid-market deployments in lash and cosmetics brands. Distribution partnerships include Google Cloud (flagship), Company.com (self-serve), Raydiant (in-store signage), and RealmFX (third-party AI/AR). The company is led by founder and CEO Linda Smith. Two disclosed funding rounds are recorded (XG Ventures in 2012, NewBound Venture Capital in 2019), with no public revenue, ARR, or ownership disclosure.

Name

FaceCake Marketing Technologies

Legal name

FaceCake Marketing Technologies, Inc.

Website

https://facecake.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

FaceCake Marketing Technologies builds patented AI and AR-powered virtual try-on technology for apparel, cosmetics, jewelry, and accessories, serving enterprise retailers and beauty brands such as Sephora, Chanel, and Nike via white-label platform licensing and Google Cloud Marketplace distribution.

Ownership category

akta.pro rank

Product category

Augmented Reality Retail Technology

akta.pro primary industry

Beauty & Personal Care Omnichannel (CRAFAEAB)

akta.pro secondary industries

Jewelry, Watches & Luxury Omnichannel (CRAFAEAH), Beauty & Personal Care Online Retailers (CRAFADAC)

Keywords

• Augmented reality try-on
• Virtual try-on platform
• AI shopping personalization
• Beauty AR technology
• In-browser AR commerce

Headquarters

HQ city

Calabasas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations

Revenue model

1. Platform Licensing: FaceCake licenses its AR Try-On technology to brand partners who integrate via code snippet. CAKE platform is offered as white-label solution for e-commerce sites.
2. Enterprise Software Platform: Full platform access for retailers including CAKE, ShadeScout, Swivel, and digital signage solutions, deployed across desktop, tablet, mobile and in-store kiosk.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

FaceCake develops and licenses an AI- and AR-powered augmented retail shopping platform that enables consumers to virtually try on apparel, cosmetics, jewelry, and accessories in real time via their own image on any device. The platform is offered to enterprise retail and beauty brands as a white-label, code-snippet-integrated solution covering in-browser AR (CAKE), AI style recommendations (AVA), mobile beauty AR (ShadeScout), virtual dressing rooms (Swivel), and AR-enabled digital signage, with a free consumer-facing mobile app (ShadeScout) that distributes the technology to end shoppers.

Product overview

FaceCake Marketing Technologies offers an augmented retail platform combining patented Try-On technologies with AI-driven personalization. The core platform is anchored by AVA (AI Virtual Advisor) and CAKE (in-browser AR shopping platform), supplemented by the Swivel suite (Swivel, Swivel Close-Up, Swivel Smart Digital Signage) for brand engagement and in-store/online visualization. The product portfolio also includes ShadeScout (mobile beauty app), Infinite Virtual Closet, and the Dangle App for AR jewelry try-on. All products leverage FaceCake's proprietary AI and AR Try-On capabilities, enabling consumers to virtually try products on their own images in real time with personalized product recommendations.

Differentiator

Problem solved

Functional benefit

Brands

• CAKE: First in-browser augmented reality shopping platform that works with a webcam and any browser, letting online shoppers view products in AR.
• ShadeScout
• Swivel
• AVA
• Dangle
• Infinite Virtual Closet

Products and services

• CAKE AR Shopping Platform First in-browser augmented reality shopping platform that works with a webcam and any browser, letting online shoppers view products in AR from the product detail page without downloads, plug-ins, or extensions; integrated into brand e-commerce sites via a small code snippet.
• AVA (AI Virtual Advisor) AI Virtual Advisor featuring personalized style recommendations with FaceCake's AR Try-On and proprietary AI, reimagining shopping and search for retailers and consumers.
• ShadeScout Mobile Beauty App

Quantifiable outcome

• 40% increase in conversion rates for retailers using AR/AI technologies
• +1 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature6 records

Partnerships

Four partnerships are on record, tiered flagship and core.

• Google CloudflagshipTechnology or Integration · 25 March 2026Strategic collaboration expanded with CAKE Visual Commerce platform availability on Google Cloud Marketplace. AVA (AI Virtual Advisor) developed in partnership with Google Cloud, featuring personalized style recommendations with FaceCake's AR Try-On and proprietary AI technology. The platform offers high-fidelity immersive shopping experiences and AI-driven personalized discovery for retailers and creators worldwide.
• Google CloudflagshipStrategic or Co-development Partner · 10 April 2024AVA (AI Virtual Advisor) unveiled at Google Next '24 as FaceCake's latest AI innovation featuring personalized style recommendations powered by AR Try-On and proprietary AI, developed in partnership with Google Cloud.
• Company.comcoreGTM or Marketing PartnerSelf-serve AR commerce partnership enabling expanded availability of AR-enabled commerce. Collaboration to scale AR digital checkouts and make AR commerce more accessible to businesses.
• RaydiantcoreTechnology or IntegrationIntegration partnership bringing AI and computer vision technologies to bridge the gap between physical and digital retail experiences. Raydiant launched integrated AI and computer vision technologies powered by FaceCake's AR platform.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Fittingbox: Fittingbox specializes in AR try-on for eyewear frames, directly comparable to FaceCake's work with Warby Parker and Swivel's eyewear visualization capabilities.
• Perfect Corp: Perfect Corp (YouCam) is the leading direct competitor in AR/AI beauty try-on, offering virtual try-on for makeup, skincare, hair, and accessories to global brands — the same core use case as FaceCake's CAKE and ShadeScout products.
• ModiFace (L'Oréal): ModiFace, owned by L'Oréal, provides AR try-on technology for cosmetics, skincare, and hair color — directly overlapping with FaceCake's ShadeScout and CAKE beauty offerings and benefitting from L'Oréal's brand portfolio.
• Wannaby (Gucci/Kering): Wannaby offers AR try-on for sneakers and luxury accessories, including the Gucci Virtual Try-On — directly comparable to FaceCake's Dangle jewelry app and Swivel apparel/jewelry visualization.
• Vue.ai: Vue.ai offers AI-powered styling, personalization, and virtual try-on for fashion and beauty retailers — a closely comparable AI/AR commerce platform serving similar enterprise retail customers as FaceCake.
• Revieve: Revieve provides an AI-driven beauty platform with AR try-on, skin diagnostics, and personalized recommendations for beauty brands and retailers — closely overlapping with FaceCake's AVA and ShadeScout offerings.

Broad incumbents

• Snap Inc. Snap operates a broad AR platform with AR Try-On and shopping lenses for apparel and beauty, competing with FaceCake's consumer-facing AR experiences while leveraging a much larger user and developer base.
• Zeekit (Walmart): Zeekit, acquired by Walmart, provides virtual try-on for apparel and beauty and is now embedded into Walmart's e-commerce — a large incumbent competing with FaceCake's Swivel and CAKE apparel offerings.

Emerging players

• Obsess: Obsess builds 3D and AR shopping experiences and virtual stores for retailers and brands — overlapping with FaceCake's immersive AR shopping platform but with a stronger focus on 3D store environments.

Others

• Raydiant: Raydiant is an existing FaceCake partner that integrates FaceCake's AR into its in-store digital signage and customer experience platform — an adjacent ecosystem participant rather than direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/FaceCake
• Facebookfacebook.com/FaceCakeMarketing

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FaceCake Marketing Technologies