What Dcypher does

DCYPHER (legal entity Trigenex Ltd) is a UK-based direct-to-consumer beauty technology company that sells AI-personalized complexion products through its Shopify storefront at dcypher.com. The company was founded by Ruth de Leo, who brings 15 years of industry experience across LVMH, Charlotte Tilbury, and UOMA Beauty, and Adam, who built the proprietary Beauty AI technology. Its flagship capability is a self-described world-first AI Skin Tone Analyser that processes user photos or video via the device camera to read skin tone and undertone, then maps that signal into a uniquely formulated made-to-order foundation, concealer, drops, or glow booster. The company claims 85,000+ custom shades created across its lifetime, replacing the traditional finite 'shade range' model with a continuous personalization model.

The core product line consists of four AI-matched custom SKUs (My Custom Foundation $64, My Custom Drops $55, My Custom Concealer $51, Custom Glow Booster $51 pre-order), supported by two primers ($37 each), brush and accessory SKUs, and bundle kits at 15% discounts. Distribution is exclusively DTC, shipping to UK, EU, and USA (excluding California), with no third-party retail. The company layers a DCYPHER Rewards loyalty program (points for purchases, referrals, reviews, social follows) and a Convertout-powered Brand Ambassador Program (10% commission) on top of organic product-led growth. The Beauty Concierge, a curated sub-brand within the storefront, resells independent British and Irish partner brands including REESON (skincare-infused makeup by Really Ree), KEATS (minimalist skincare), No.98 (luxury haircare), and RUM (mascara), creating a discovery-driven marketplace effect alongside DCYPHER's own SKUs. The company is privately held by its founders, with no disclosed institutional funding or investors.

Name

Dcypher

Legal name

Trigenex Ltd

Website

https://dcypher.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Dcypher is a UK-based direct-to-consumer beauty technology company that uses proprietary AI computer vision to formulate personalized foundation, concealer, drops, and glow booster products matched to each customer's unique skin tone, selling direct via Shopify to consumers in the UK, EU, and USA.

Ownership category

akta.pro rank

Product category

Custom Beauty / Personalized Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)

akta.pro secondary industry

Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE)

Keywords

• Custom beauty products
• AI skin tone matching
• Personalized cosmetics
• Complexion makeup
• Beauty technology

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales

Revenue model

1. Custom Foundation Sales: Direct sales of personalized foundation products (Foundation, Concealer, Drops, Glow Booster) made to order. One-time purchase model with each bottle individually formulated to customer specifications.
2. Standard Beauty Product Sales: Sales of non-custom products including primers, brushes, and third-party partner brand products (REESON, KEATS, No.98, RUM).
3. Gift Cards: Physical and digital gift cards available in $25, $50, $75, and $100 denominations. Redeemable against all products including custom cosmetics.
4. Loyalty Program: DCYPHER Rewards program where customers earn points for purchases, referrals, reviews, and social engagement. Points redeemable for discounts.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

DCYPHER designs, manufactures, and sells made-to-order AI-personalized complexion cosmetics — including foundation, concealer, custom pigment drops, and glow booster — each individually formulated and matched to a customer's exact skin tone via its proprietary Skin Tone Analyser technology. The company also retails primers, brushes, bundles, and gift cards, and operates The Beauty Concierge, a curated storefront aggregating partner brands (REESON, KEATS, No.98, RUM) on the same e-commerce site. Products are sold direct-to-consumer with free worldwide shipping on DCYPHER items and a Shade Match Guarantee.

Product overview

DCYPHER is a beauty technology company offering AI-powered custom complexion products. The core product portfolio centers on the world-first AI Skin Tone Analyser technology that creates personalized foundation, concealer, drops, and glow booster matched to each customer's exact skin tone - eliminating traditional shade range limitations with 85,000+ custom shades created. The product line includes four custom AI-matched complexion products (My Custom Foundation, My Custom Drops, My Custom Concealer, Custom Glow Booster), supported by primers (Blur Balance, Luminous Light), makeup tools, and gift options. Additionally, DCYPHER operates The Beauty Concierge platform featuring curated partner brands including REESON (skincare-infused makeup by Really Ree), KEATS (minimalist efficacious skincare), and No.98 (luxury haircare by Lorna Andrews). Products are vegan, cruelty-free, and made to order with a Shade Match Guarantee.

Differentiator

Problem solved

Functional benefit

Brands

• The Beauty Concierge: A curated platform powered by DCYPHER Beauty, bringing independent British and Irish beauty brands handpicked by founder Ruth de Leo, featuring partner brands including REESON, RUM, KEATS, and No.98.

Products and services

• My Custom Foundation AI-matched custom foundation personalized to the customer's unique skin tone, coverage preference (sheer to full), finish (matte, natural, radiant), and skin type, made to order via DCYPHER's world-first Skin Tone Analyser.
• My Custom Drops Pure pigment foundation drops that transform skincare into a custom tinted moisturiser with buildable coverage from sheer to full, AI shade-matched to the customer's exact skin tone.
• My Custom Concealer AI-matched concealer available in skin tone match or brightening formula with a hydrating, buildable, second-skin finish.
• Custom Glow Booster World-first personalized complexion booster that delivers lit-from-within radiance, custom shade-matched to the customer's exact skin tone, wearable alone, under foundation, or mixed with foundation.
• Blur Balance Primer Mattifying makeup primer enriched with Pumpkin Seed and Wild Rose extracts that controls oil, blurs imperfections, and minimizes the appearance of pores.
• Luminous Light Primer Radiance-boosting primer infused with light-reflecting pearls and Polyglutamic Acid for a lit-from-within glow, formulated for normal to dry skin.
• The Complexion Starter Kit Bundle featuring My Custom Foundation and My Custom Concealer at 15% savings, personalized to the customer's unique skin tone and preferences via AI shade matching.
• The Primer Power Duo Bundle of Blur Balance and Luminous Light primers at 15% savings, offering flexibility between radiant and shine-free finishes.
• Limited-Edition Summer Glow Kit Limited-edition bundle featuring Luminous Light Primer and Custom Complexion Drops at 15% savings for a summer-ready radiant complexion.
• DCYPHER Makeup Brushes Expert synthetic vegan and cruelty-free makeup brushes including Foundation, Concealer, and Powder brushes, with complimentary engraving available.
• DCYPHER Gift Card Physical gift card available in $25, $50, $75, and $100 increments for personalized DCYPHER products.
• DCYPHER E-Gift Card Electronic gift card redeemable against all products including custom cosmetics and sets.
• Luxe Makeup Bag Clear-panel makeup bag with black PU leather-effect trim for organizing DCYPHER essentials.

Quantifiable outcome

• 85,000+ custom shades created using AI-powered technology
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• REESONcoreChannel Partner/ Reseller/ DistributorREESON is a skincare-infused makeup brand founded by beauty expert Really Ree (Anne-Marie Lodge), featured in The Beauty Concierge section of DCYPHER. Products include Blush, Bronzing Balm, Lid Elixir, Glossing Balm, and brushes. Sold alongside DCYPHER's own products with shared marketing and product bundling.
• KEATScoreChannel Partner/ Reseller/ DistributorKEATS is a minimalist skincare brand featured in The Beauty Concierge. Products include The Hydrating Serum ($37.69, 30ml) and The Moisturising Cream ($39.03, 50ml). Positioned as efficacious ingredients at percentages that work with no filler ingredients.
• No.98coreChannel Partner/ Reseller/ DistributorNo.98 is a luxury beauty brand founded by Lorna Andrews and team, featured in The Beauty Concierge. Products include Hydra Bond Hair Masque, Shampoo, Conditioner, The Gloss Miracle Oil, and Candle. Architectural approach to beauty inspired by The Ghost House.
• RUMminorChannel Partner/ Reseller/ DistributorRUM is a mascara brand founded by Sam Chapman, Sali Hughes, and Jo Jones. Known for Wrap Party cult tubing mascara. Listed in The Beauty Concierge alongside other curated independent beauty brands.
• ShopifycoreTechnology or IntegrationE-commerce platform powering DCYPHER's online store. Provides the infrastructure for product listings, checkout, customer accounts, and order management.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Pat McGrath Labs: Pat McGrath Labs is a global prestige color cosmetics brand with a wide complexion range, competing with DCYPHER at the high end of AI- and artistry-driven foundation matching.
• Fenty Beauty: Fenty built the modern inclusive shade-range standard for foundation and is a benchmark competitor for any brand, including DCYPHER, positioning on tone-precise, broadly inclusive complexion products.
• YSL Beauté (Rouge Sur Mesure / Perso): YSL/L'Oréal's Perso platform (commercialized as Rouge Sur Mesure) is the closest large-incumbent analogue to DCYPHER's AI-customized color cosmetics, backed by vastly greater R&D and distribution.
• Lancôme (Le Teint Particulier): Lancôme's Le Teint Particulier pioneered in-store custom-blended foundation, making it the historical incumbent analogue to DCYPHER's AI-driven, made-to-order custom complexion service.

Direct peers

• Trinny London: Trinny London sells stackable, customizable complexion and color cosmetics designed for personalized routines, sharing DCYPHER's direct-to-consumer, made-to-measure positioning in the prestige beauty segment.
• ILIA Beauty: ILIA is a clean, skincare-infused makeup brand with strong foundation and complexion SKUs sold DTC and through Sephora, competing with DCYPHER for the same natural, ingredient-conscious beauty consumer.
• Merit Beauty: Merit is a minimalist, prestige-leaning complexion and color brand distributed DTC and via Sephora, directly competing with DCYPHER in the 'few but perfect, shade-precise' foundation category.
• Function of Beauty: Function of Beauty pioneered mass-market personalized beauty (initially hair, now skin and body), making it a conceptual direct peer to DCYPHER's AI-driven custom complexion formulations sold through owned e-commerce.
• Westman Atelier: Westman Atelier is a prestige, clean, skin-focused complexion brand positioned around careful pigmentation and skin tone fidelity — overlapping DCYPHER's value proposition of precision-matched, skincare-infused foundation.

Emerging players

• Atolla: Atolla is a data-driven, DTC custom skincare brand using algorithmic personalization, making it an emerging-stage peer to DCYPHER's AI-personalization-led beauty model, albeit in skincare rather than color cosmetics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/DcypherApp
• LinkedInlinkedin.com/company/dcypher-trading

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors

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 Dcypher