Noli
Noli is a London-based, L'Oréal-incubated AI-powered personalized beauty marketplace offering face-scan-driven skincare, haircare and bodycare recommendations to UK consumers. The platform curates products from 21+ brands and monetizes through D2C marketplace sales.
- Company typePrivate
- Founded2024
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Noli does
Noli is a London-based AI-powered personalized beauty marketplace founded in 2024 by Maëlle Gasc and Amos Susskind and incubated by L'Oréal Group. The platform serves individual consumers in the UK with skincare, haircare and bodycare products, using a patented face scan powered by ModiFace technology to analyze skin conditions with claimed 98% dermatologist-level accuracy and capture over 100 data points per user. These inputs feed a proprietary BeautyDNA algorithm that applies 84 evaluation criteria across 100+ million possible product combinations and a proprietary Knowledge Graph that structures fragmented beauty data into personalized recommendations with match scores.
The product surface centers on the NoliAI Diagnosis Tool, BeautyDNA Profile, NoliAI conversational Advisor, and curated Skincare, Haircare and Bodycare routines, complemented by the Learn educational content platform and the NoliCollective community of over 100 beauty enthusiasts who shape product development. Distribution is D2C through noli.com, fulfilled via a Portsmouth logistics centre, with the marketplace curating products from 21+ brands including La Roche-Posay, CeraVe, Lancôme, Kiehl's, Kérastase and Pureology. The platform operates a freemium model where the AI diagnosis is free and revenue is generated through marketplace sales, with routine bundles priced at 30% off, seasonal promotions up to 50% off, a student discount, and a 14-day money-back guarantee on matched products.
Noli's strategic infrastructure rests on a constellation of enterprise partnerships: L'Oréal as primary investor and incubator, Accenture plus NVIDIA plus Microsoft powering the announced AI Beauty Trust Agent on Azure, and Akeneo providing the PIM layer for the recommendation model. The company has not disclosed external funding rounds, suggesting L'Oréal's incubation covers current operating capital. Operational signals include 50,000+ annual face scan users, 97% good-or-excellent match ratings from buyers, and a 93% five-star Trustpilot score, pointing to early product-market traction in a single-country footprint.
Noli firmographics
Firmographics- Name
- Noli
- Legal name
- Noli
- Website
- https://noli.com
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Noli is a London-based, L'Oréal-incubated AI-powered personalized beauty marketplace offering face-scan-driven skincare, haircare and bodycare recommendations to UK consumers. The platform curates products from 21+ brands and monetizes through D2C marketplace sales.
- Ownership category
- akta.pro rank
Noli industry classification
Industry- Product category
- Personalized Beauty E-commerce
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Retail-Nonstore Retailers (5960)
- akta.pro primary industry
- Conditioners & Hair Masks (CRABABAB)
Keywords
Where Noli is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Noli business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales
Revenue model
- Product Sales: Direct e-commerce sales of skincare, haircare, and bodycare products. Customers purchase products matched to their individual profiles through the platform's AI recommendations.
- Marketplace Commission: Platform curates products from over 21 brands including La Roche-Posay, CeraVe, and Lancôme. Revenue generated from sales through the platform with higher discounts available for bundled routine purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free skin analysis with 30% off personalized routine |
| Unit Pricing | Pay-as-you-go | Standard delivery |
| Transaction based/ take rate | Pay-as-you-go | Seasonal promotions |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Noli product offering
Product offeringCore offering
Noli is an AI-powered personalised beauty marketplace that combines a free ModiFace-powered face/hair scan with a proprietary BeautyDNA algorithm to match individual users to skincare, haircare and bodycare products from 21+ brands. Customers complete an AI quiz, receive personalised routines with match scores, and purchase directly through noli.com, with a money-back guarantee on recommended products. The platform aggregates dermatological, masstige and premium brands (e.g. La Roche-Posay, CeraVe, Lancôme, Kérastase, Aesop, Kiehl's) and ships from a Portsmouth fulfilment centre to UK consumers.
Product overview
Noli is an AI-powered personalized beauty marketplace platform built around a proprietary BeautyDNA system. The core platform consists of the NoliAI Diagnosis Tool (face scan technology), BeautyDNA Profile system, and NoliAI Advisor conversational recommendation engine. These work together to provide personalized matching across 100 million possible product combinations. The platform distributes products through curated Skincare Routines, Haircare Routines, and a general Marketplace featuring 21+ brands. Additional offerings include the Learn educational content platform and the NoliCollective community. The platform is incubated by L'Oréal Group and powers its recommendations with Akeneo's PIM solution and strategic technology partnerships with Accenture, NVIDIA, and Microsoft.
Differentiator
Problem solved
Functional benefit
Products and services
- Noli Beauty Marketplace AI-powered direct-to-consumer beauty e-commerce marketplace aggregating skincare, haircare and bodycare products from 21+ brands including La Roche-Posay, CeraVe, Lancôme, Kérastase, Aesop, Kiehl's, Vichy, Medik8, SkinCeuticals and Pureology, with personalised match scores, money-back guarantee on recommended products, and UK fulfilment from Portsmouth.
- Personalised Skincare Routines AI-curated skincare routines matched to an individual skin profile, focus areas and preferences, bundling products from 21+ brands across the Cleanse, Prepare, Treat, Moisturise and Protect steps with personalised match scores and 30% routine discount on 2+ items.
- Personalised Haircare Routines AI-curated haircare routines matched to an individual's hair type, scalp condition and focus areas (e.g. frizz control, colour radiance, thinning and loss, curl care), bundling professional-grade products from Kérastase, Matrix, Pureology, Redken, L'Oréal Professionnel, Shu Uemura and Vichy Dercos.
- NoliAI Diagnosis Tool Patented AI-powered face scan diagnostic tool that analyses skin conditions with claimed 98% accuracy relative to a dermatologist, collecting over 100 data points per user via ModiFace technology to generate a BeautyDNA profile and personalised product recommendations.
Quantifiable outcome
- 97% of buyers rate their recommendations as good or excellent match
- +3 more outcomes
Companies that use Noli
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Noli technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability4 records
Feature5 records
Noli partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- MicrosoftcoreTechnology partnership through Microsoft Azure cloud platform hosting the Accenture AI Refinery powering Noli's AI Beauty Trust Agent.
- AccenturecoreStrategic collaboration with Accenture, NVIDIA, and Microsoft to develop the 'AI Beauty Trust Agent' powered by Accenture AI Refinery on Microsoft Azure with NVIDIA AI Enterprise. Accenture has worked with L'Oréal on Noli since its inception and continues to contribute as the platform expands.
- NVIDIAcoreTechnology partnership for AI development. Noli uses NVIDIA AI Enterprise software for the AI Beauty Trust Agent development. L'Oréal and NVIDIA announced deepened AI collaboration for beauty research at VivaTech 2025.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Noli competitors and assessment
Company assessmentDirect peers
- Proven Skincare: AI-powered personalized skincare brand built on a comprehensive consumer skin quiz. Competes directly with Noli in personalized beauty matching via D2C, targeting similar overwhelmed consumer segments and using algorithmic recommendations to drive purchase.
- Skin+Me: UK-based personalized prescription skincare subscription with online skin consultation and custom-formulated daily creams. Direct head-to-head competitor to Noli in the UK market offering dermatologist-led personalization.
- Function of Beauty: Direct-to-consumer personalized haircare company offering custom shampoo, conditioner, and treatments based on hair profile quizzes. Closest analog to Noli's haircare routines offering similar AI-driven customization in the same product category.
- Prose: Personalized haircare brand using AI to create custom shampoo and conditioner formulas from a consumer quiz. Overlaps with Noli's haircare routines value proposition and D2C personalized-beauty business model.
- Atolla: AI-driven personalized skincare subscription that uses a skin health test plus monthly data feedback to refine custom serum formulations. Comparable startup-stage AI beauty personalization competitor to Noli.
- Curology: Personalized prescription skincare brand combining provider consultations with custom formulations. Competes with Noli in the personalized, science-backed skincare market segment with a hybrid clinician + AI model.
Broad incumbents
- Sephora: Global multi-brand beauty retailer with strong AI-driven personalization features (Color IQ, skincare diagnostics) and massive brand assortment. Overlaps with Noli as a multi-brand beauty destination but operates at much broader scale without Noli's diagnostic depth.
- Ulta Beauty: Largest US specialty beauty retailer with extensive AI/AR try-on tools, mass-premium brand assortment, and loyalty ecosystem. Comparable to Noli in offering an AI-assisted multi-brand beauty experience at vastly larger scale.
- DECIEM / The Ordinary: Multi-brand skincare company (owned by Estée Lauder) offering ingredient-led skincare through direct channels and retailers. Comparable in selling curated science-driven skincare, but operates as a brand house rather than a marketplace like Noli.
Regional players
- No7 (Walgreens Boots Alliance): UK beauty skincare brand with Boots' Skinlab in-store diagnostic service, providing a UK-based brand-owned alternative to Noli's AI skin analysis. Comparable consumer profile and personalization angle, primarily UK-focused.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Noli social profiles
Digital presenceNoli financial estimates
Financial estimateRevenue estimate
Valuation estimate
Noli leadership team
Management profileNumber of profiles
Profiles2 records
Noli funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Noli 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 Noli
What does Noli do?
Noli is an AI-powered personalised beauty marketplace that combines a free ModiFace-powered face/hair scan with a proprietary BeautyDNA algorithm to match individual users to skincare, haircare and bodycare products from 21+ brands. Customers complete an AI quiz, receive personalised routines with match scores, and purchase directly through noli.com, with a money-back guarantee on recommended products. The platform aggregates dermatological, masstige and premium brands (e.g. La Roche-Posay, CeraVe, Lancôme, Kérastase, Aesop, Kiehl's) and ships from a Portsmouth fulfilment centre to UK consumers.
Is Noli a public or private company?
Noli is a private company. It is classified as corporate owned and is currently operating.
When was Noli founded?
Noli was founded in 2024. It employs 11 to 50 people.
Where is Noli based?
Noli is headquartered in London, United Kingdom, in the Europe region.
How does Noli make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are marketplace Commission.
Who are Noli's main competitors?
Direct peers on record are Proven Skincare, Skin+Me, Function of Beauty, Prose, Atolla and Curology. Broad incumbents are Sephora, Ulta Beauty and DECIEM / The Ordinary. No7 (Walgreens Boots Alliance) is listed as a regional player.
Does Noli have an API?
No public API is recorded for Noli.
What industry is Noli in?
Noli's product category is Personalized Beauty E-commerce. Its primary akta.pro industry code is CRABABAB, Conditioners & Hair Masks. Its NAICS code is 456120 and its SIC code is 2844.