What Holition does

Holition is a London-based experiential creative studio founded in 2004 that uses emerging technologies — augmented reality, mixed reality, CGI/3D graphics, and AI/machine learning — to deliver projects for luxury, fashion, beauty, and cultural sector clients. The company operates two distinct commercial lines. The first is a bespoke creative services practice that designs, builds, and deploys immersive retail installations, AR/VR experiences, virtual stores, holographic activations, and data visualisations for enterprise clients. The second is a productised SaaS offering branded "Beauty By Holition" (holitionbeauty.com), which packages the company's proprietary FACE™ facial tracking and AI capabilities into plug-and-play modules — Neo Beauty™ (virtual try-on), Neo Skin™ (on-device edge-AI skin analysis), and Neo Intelligence™ (an AI beauty companion combining shade matching, skin analysis, and personalisation). The company's revenue is generated through enterprise project fees for bespoke engagements (professional services model) and through licensing/SaaS arrangements for the Beauty By Holition product line to beauty brands.

The technology stack is anchored by FACE™, Holition's proprietary facial tracking platform that monitors over 100 points on the face to deliver photorealistic virtual try-on. This platform underpins flagship deployments including the Charlotte Tilbury Magic Mirror (rolled out across 11 global locations), the Christian Louboutin Loubi Mirror, Burberry Beauty Virtual Studio, and the 2018 Bourjois Blended Reality Magic Mirror (combined with Perch Interactive's physical product detection). Adjacent proprietary technologies include 360 virtual space technology used for Jo Malone London's Virtual Townhouse and Clinique Laboratories' Even Better Serum launch. The company integrates with Puig's Profiler Tool and the AirParfum scent-dispensing system for fragrance discovery experiences deployed across the Carolina Herrera, Tom Ford Beauty, and Penhaligon's accounts.

Commercially, Holition operates exclusively via direct enterprise engagement — no self-serve or e-commerce channels — targeting global prestige brands through direct relationships. It maintains strategic, multi-brand relationships with beauty conglomerates Puig Group (Christian Louboutin, Carolina Herrera, Penhaligon's, L'Artisan Parfumeur) and Coty (Bourjois, Covergirl, MaxFactor), and has delivered work for more than 40 named luxury, fashion, beauty, automotive, and cultural clients including Louis Vuitton, Gucci, Dior, Hermès, Burberry, Tiffany & Co., Rolls Royce, Estée Lauder, Charlotte Tilbury, the V&A, Tate, and the Barbican. The company is privately held, with no disclosed institutional funding, and is led by CEO Jonathan Chippindale.

Name

Holition

Legal name

Holition Ltd.

Website

https://holition.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

London-based creative studio specializing in emerging technology experiences (AR, AI, mixed reality, CGI) for global luxury, fashion, beauty, and cultural brands. Delivers bespoke creative projects and Beauty by Holition SaaS products including virtual try-on and skin analysis tools.

Ownership category

akta.pro rank

Product category

Experiential Creative Services

NAICS

Graphic Design Services (541430)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Mobile/Digital Experiential (AR/VR, Interactive Installations) (MPAAAGAI)

akta.pro secondary industry

Brand Activations & Experiential Campaign Design (MPAAAGAA)

Keywords

• Augmented reality experiences
• Virtual try-on technology
• Experiential creative studio
• Facial tracking technology
• Luxury retail innovation

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Creative Services & Project Engagements: Bespoke creative and technology project engagements for enterprise clients including strategy, UX, creative direction, concept development, design, technical build and deployment. Revenue generated through project fees for delivering experiential retail solutions.
2. SaaS Products (Beauty by Holition): Plug-and-play SaaS products including Neo Beauty, Neo Skin, and Neo Intelligence for beauty brands. Scalable technology licensed to brands for integration into their retail experiences.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Holition is a London-based experiential creative studio that designs and builds technology-driven retail and cultural experiences for global prestige brands. The studio combines emerging technologies such as augmented reality, mixed reality, AI, and CGI with creative direction and strategy to deliver bespoke projects including in-store Magic Mirrors, AR makeup tutorials, 360 virtual spaces, AI diagnostic tools and immersive installations. It also licenses proprietary technology platforms such as the FACE™ facial tracking system and the Beauty by Holition SaaS suite (Neo Beauty, Neo Skin, Neo Intelligence) to beauty brands.

Product overview

Holition is a London-based experiential creative studio that develops technology-driven retail experiences. Their portfolio consists of two main offerings: (1) FACE™ - their proprietary facial tracking and virtual try-on technology platform that powers Magic Mirror and in-store AR experiences, and (2) Beauty By Holition - a SaaS product suite including Neo Beauty™ (virtual try-on), Neo Skin™ (skin health analysis), and Neo Intelligence™ (AI companion). Additionally, they offer Fragrance Finder solutions for personalised fragrance discovery. Holition primarily serves luxury, fashion, and beauty brands through experiential installations, virtual spaces, and AI-powered personalisation tools.

Differentiator

Problem solved

Functional benefit

Brands

• Beauty By Holition: A subsidiary brand offering SaaS beauty technology products including Neo Beauty (virtual try-on), Neo Skin (skin health analysis), and Neo Intelligence (beauty companion). Available at holitionbeauty.com.

Products and services

• FACE™ Technology Platform Holition's proprietary facial tracking technology that tracks over 100 points of the face to enable hyper-realistic virtual try-on experiences and personalised beauty product recommendations for enterprise beauty brands.
• Neo Beauty™ Virtual try-on SaaS product combining photorealistic augmented reality and AI to accurately render texture, opacity and finish of beauty products, increasing purchase confidence for beauty brand customers.
• Neo Skin™ Skin health analysis SaaS product that turns a camera scan into a personalised skincare routine using on-device edge AI to diagnose skin concerns and provide comprehensive skin health recommendations for beauty brand customers.
• Neo Intelligence™ AI-powered beauty and skincare companion SaaS product combining skin analysis, shade matching, virtual try-on, product trends and personalised insights to guide beauty customers from discovery to checkout.
• Magic Mirror In-store augmented reality Magic Mirror enabling shoppers to virtually try on makeup looks instantly, eliminating the need for physical product application and addressing hygiene concerns in beauty retail environments.
• Fragrance Finder Interactive web-based fragrance discovery experience using a synesthesia approach, exploring scent preferences through visual content, sound, colour, emotion and spatial interpretations to generate personalised fragrance recommendations for fragrance house customers.
• My Makeup Artist End-to-end AI-powered diagnostic tool combining objective facial analysis (face shape, lip shape, eye shape, eyebrow shape, skin colour) with refining questions to automate hyper-personalised beauty product and routine recommendations for beauty brand customers.
• 360 Virtual Space Web-based immersive 360-video virtual spaces with interactive hotspots, computer graphics, soundscapes and hand-drawn illustrations, built to deliver virtual retail experiences for luxury and beauty brand customers.
• Experiential Creative Studio Services Bespoke creative and technology project engagements for enterprise clients, covering strategy, UX, creative direction, concept development, design, technical build and deployment across AR, VR, AI, CGI, mixed reality and data visualisation.

Quantifiable outcome

• Charlotte Tilbury Magic Mirror deployed at 11 global locations driving increased purchase intent and enhanced consumer self-perception
• +6 more outcomes

Named customers41 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

Integration3 records

AI capability9 records

Feature6 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Puig GroupcoreStrategic or Co-development Partner · 1 January 2022Ongoing strategic partnership with Puig Group for multiple beauty brand activations including Christian Louboutin, Carolina Herrera, and Penhaligon's fragrance finders and virtual experiences.
• CotycoreStrategic or Co-development PartnerStrategic partnership with Coty for multiple brand activations including Bourjois, Covergirl, MaxFactor, and Calvin Klein beauty divisions.
• GoogleminorStrategic or Co-development PartnerCollaboration with Google on London Fashion Week data visualisation project alongside Condé Nast and Vogue.
• Condé NastminorStrategic or Co-development PartnerPartnership with Condé Nast and Vogue on London Fashion Week data visualisation project.
• British Fashion CouncilminorStrategic or Co-development PartnerMultidisciplinary collaboration on London Fashion Week data visualisation project.
• AmazonminorOthersMentioned as major company in AR shopping market alongside Apple, Google and Microsoft - not confirmed as direct partner.
• AppleminorOthersMentioned as major company in AR shopping market alongside Amazon, Google and Microsoft - not confirmed as direct partner.
• GoogleminorOthersMentioned as major company in AR shopping market alongside Amazon, Apple and Microsoft - not confirmed as direct partner.
• MicrosoftminorOthersMentioned as major company in AR shopping market alongside Amazon, Apple and Google - not confirmed as direct partner.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Perfect Corp: Direct competitor in AR and AI beauty try-on technology — best known for YouCam Makeup, YouCam Perfect, and a SaaS suite for beauty brands. Overlaps with Holition's FACE™ and Beauty by Holition Neo products in serving the same luxury and prestige beauty enterprise clients.
• ModiFace: AR try-on technology provider acquired by L'Oréal in 2018, originally a benchmark for virtual makeup/cosmetics rendering. Closely comparable to Holition's Magic Mirror and Neo Beauty products in addressing beauty brand virtual try-on.
• Obsess: Immersive 3D virtual-store platform for brands (e.g., virtual shopping experiences for fashion and beauty retailers). Comparable to Holition's 360 Virtual Space work (e.g., Jo Malone Virtual Townhouse, Clinique Laboratories) for prestige retail clients.
• Emperia: Virtual store and immersive commerce platform powering 3D shopping experiences for luxury and beauty brands. Direct overlap with Holition's virtual retail installation portfolio and AR-powered product discovery.

Emerging players

• Revieve: AI-powered beauty advisor platform combining skin diagnostics, virtual try-on, and personalized product recommendations. Competes with Holition's Neo Skin and Neo Intelligence SaaS modules in the prestige beauty personalization category.
• ZERO10: AR try-on technology provider focusing on fashion and accessories (snap-and-try experience). Intersects with Holition's Magic Mirror and AR try-on capabilities for luxury fashion and beauty brands.
• Sayduck: 3D and AR commerce platform enabling retailers to deploy virtual try-on and product visualization. Overlaps with Holition's underlying AR rendering capabilities used for both web-based try-on and in-store Magic Mirror deployments.

Broad incumbents

• Imagination Group: Long-standing London-headquartered experiential creative agency producing immersive brand experiences, events and installations for global brands (e.g., Ford, Google, Unilever). Overlaps with Holition at the high-end of brand-led experiential design and has a broader portfolio beyond beauty/tech specialization.
• Tool of North America: Creative/production agency with deep AR, experiential, and emerging-tech capabilities for brands like Nike, Google, and Apple. Comparable to Holition as a creative-tech studio for prestige brands, but a broader incumbent serving tech and consumer clients.
• Snap Inc. Owns the Snap AR ecosystem and Lens Studio for brand-driven AR try-on and activations (e.g., partner with major beauty brands). A platform-level incumbent that competes indirectly with Holition by offering brands a native AR distribution layer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/holition
• LinkedInlinkedin.com/company/holition

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

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 Holition