Match My Makeup
Match My Makeup is a privately held Australian B2B SaaS company that provides scientific foundation and lipstick shade matching technology, embedded as a white-label widget into the e-commerce sites of retailers including Walmart, Harvey Nichols, and House of Fraser to reduce returns and lift conversion.
- Company typePrivate
- Founded2012
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What Match My Makeup does
Match My Makeup is a privately held Australian B2B SaaS company that builds scientific foundation and lipstick shade matching technology for online beauty retail. Founded in 2012 and headquartered in Bondi Junction, New South Wales (legal entity Ivivaco Pty Ltd, ACN 638 638 874, formerly Match My Makeup Enterprises), the company operates a horizontally oriented platform serving online beauty shoppers indirectly through retailer integrations rather than as a direct-to-consumer destination.
The platform is built around a proprietary colour analysis algorithm described as the world's first scientifically and mathematically derived foundation shade matching tool, paired with a computer vision-based augmented reality Virtual Try-On feature that performs facial landmark detection locally on user devices. Two core products are offered: the Foundation Shade Finder and the Lipstick Finder, both of which match a user's existing shade or skin profile to equivalent products across multiple beauty brands including MAC, NARS, Estée Lauder, L'Oréal, Maybelline, and HUDA BEAUTY. The technology is delivered as a white-label widget and API integrated into retailer e-commerce product pages.
Match My Makeup monetises through two streams: subscription-based SaaS widget licensing to retailer partners (the retailer acts as data controller while the company acts as data processor) and consumer-side affiliate commissions earned through Amazon Services LLC Associates, Rakuten, AWIN, Skimlinks, Commission Factory, and Commission Junction. The consumer-facing matching tool is free to use, while enterprise pricing is quote-based and undisclosed. The platform's enterprise customers span a Fortune 500 anchor (Walmart) plus UK, Australian, and US retailers and DTC brands including Harvey Nichols, Napoleon Perdis, Fitcover, House of Fraser, David Jones, Flannels, e.l.f. Cosmetics, and Kevyn Aucoin Beauty. Cloud infrastructure is hosted across Microsoft, Amazon, and Google, with data stored in Asia-Pacific and the United States.
Match My Makeup firmographics
Firmographics- Name
- Match My Makeup
- Legal name
- IVIVACO Pty Ltd ACN 638 638 874
- Website
- https://matchmymakeup.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Match My Makeup is a privately held Australian B2B SaaS company that provides scientific foundation and lipstick shade matching technology, embedded as a white-label widget into the e-commerce sites of retailers including Walmart, Harvey Nichols, and House of Fraser to reduce returns and lift conversion.
- Ownership category
- akta.pro rank
Match My Makeup industry classification
Industry- Product category
- Beauty Technology Software
- 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)
Keywords
Where Match My Makeup is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Match My Makeup business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Widget Licensing to Retailers: Match My Makeup provides its shade matching tool as a white-label SaaS solution integrated into retailer partner e-commerce websites. The retailer is the data controller while MMM acts as data processor. Revenue is derived from licensing the technology to beauty retailers who embed the widget to reduce returns and increase conversion rates.
- Affiliate Commissions: The platform participates in multiple affiliate advertising programs including Amazon Services LLC Associates Program, Rakuten, AWIN, Skimlinks, Commission Factory, and Commission Junction. Fees are earned when users click through to purchase products from affiliate retailer sites.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free consumer shade matching tool |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Match My Makeup product offering
Product offeringCore offering
Match My Makeup provides a proprietary scientific foundation and lipstick shade matching platform that recommends equivalent product shades across multiple beauty brands based on a user's existing shade, questionnaire inputs, or on-device AR facial analysis. The platform is delivered as a white-label SaaS widget/API embedded into retailer partner e-commerce stores and is also offered free of charge to consumers via the company's own website, with affiliate links driving purchases at partnered retailers.
Product overview
Match My Makeup is a scientific foundation and lipstick shade finding platform consisting of two core products: the Foundation Shade Finder and the Lipstick Finder. The Foundation Shade Finder uses scientific colour analysis algorithms to match users' existing foundation shades or skin profiles to products across multiple beauty brands. The Lipstick Finder extends this capability to find complementary lip colors. Both tools incorporate a Virtual Try-On augmented reality feature that allows users to digitally test products using facial detection technology. The platform operates as a B2B SaaS solution, integrating via API and widget into retailer e-commerce stores to provide shade matching recommendations directly on product pages.
Differentiator
Problem solved
Functional benefit
Products and services
- Foundation Shade Finder A scientific and mathematically derived foundation shade matching tool that helps users identify the right foundation shade by entering their existing foundation or answering questionnaire questions, then matches the result to any brand. Delivered to consumers directly on matchmymakeup.com and embedded as a widget on retailer e-commerce sites.
- Lipstick Finder A colour matching tool that finds lipstick colours complementing a user's skin tone and preferences, including virtual try-on, enabling confident online lipstick purchases across brands.
- Shade Matching Widget and API (B2B SaaS) A white-label SaaS widget and API that beauty retailers embed into their e-commerce product pages to deliver cross-brand shade matching, AR virtual try-on and colour demand analytics to their shoppers. Licensed on a recurring subscription basis to retailers including Walmart, Harvey Nichols, Napoleon Perdis, Fitcover, House of Fraser, David Jones, Flannels and others.
Quantifiable outcome
- Nearly double the industry-standard conversion rate for foundation purchases
- +3 more outcomes
Companies that use Match My Makeup
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Match My Makeup technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature3 records
Match My Makeup partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and secondary.
- WalmartcoreWalmart, the world's largest retailer, has integrated Match My Makeup's shade matching technology into their beauty category. Walmart's VP of Beauty publicly endorsed the technology as an integral part of their cosmetic technology mix, stating it will benefit both consumers and retailers.
- Harvey NicholscoreHarvey Nichols, a leading UK luxury department store, uses Match My Makeup's tool and reports sales growth and improved customer confidence in buying foundations online. They also receive valuable colour demand data from MMM to inform product development.
- Napoleon PerdiscoreNapoleon Perdis, an Australian professional cosmetics brand and retailer, achieved nearly double the industry-standard conversion rate for foundation purchases using Match My Makeup. The tool also drives first-time customer acquisition.
- FitcovercoreFitcover, an Australian DTC beauty brand, implemented Match My Makeup and reports accurate shade matching, increased purchase confidence, decreased returns due to incorrect shades, and improved conversion rates. Founder Nova Jane Ward praised the team for continuously enhancing their matching service.
- House of FrasersecondaryUK department store chain House of Fraser integrates Match My Makeup's shade matching tool on their beauty category pages.
- David JonessecondaryDavid Jones, Australia's premium department store, partners with Match My Makeup for foundation shade matching on their beauty section.
- FlannelssecondaryUK luxury fashion retailer Flannels integrates Match My Makeup's technology in their beauty category.
- Iconic LondonsecondaryIconic London, a UK-based beauty brand, partners with Match My Makeup for shade matching capabilities.
- Ciate LondonsecondaryCiate London, a UK beauty brand, integrates Match My Makeup's shade matching tool.
- KryolansecondaryKryolan, a professional makeup brand, integrates Match My Makeup's technology for shade matching.
- Lottie LondonsecondaryLottie London, a beauty brand, partners with Match My Makeup for foundation shade matching.
- Ere PerezsecondaryEre Perez, a natural beauty brand, integrates Match My Makeup's shade matching technology.
- Uoma BeautysecondaryUoma Beauty, a Black-owned cosmetics brand, partners with Match My Makeup for shade matching.
- Mco BeautysecondaryMco Beauty, an Australian beauty brand, integrates Match My Makeup's shade matching tool.
- Kevyn Aucoin BeautysecondaryKevyn Aucoin Beauty, a prestige cosmetics brand, partners with Match My Makeup for foundation shade matching.
- e.l.f. Cosmeticssecondarye.l.f. Cosmetics, a mass-market beauty brand, integrates Match My Makeup's shade matching technology.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Match My Makeup competitors and assessment
Company assessmentBroad incumbents
- Sephora: Sephora, a leading global beauty retailer, operates its own Color iQ shade-matching system and virtual try-on features. It is a broad incumbent in the same end market and represents both a potential partner and a competitive threat to Match My Makeup's white-label proposition.
- L'Oréal: L'Oréal is the world's largest beauty company and owns ModiFace along with in-house beauty tech investments. As a broad incumbent, it competes at scale in AR shade matching and is also a brand-side counterpart to Match My Makeup's retailer-focused model.
- Ulta Beauty: Ulta Beauty is a major US beauty retailer with its own GLAMlab AR try-on and digital tools. As a broad incumbent that has built in-house capabilities, it represents the kind of large retailer that could either license Match My Makeup's technology or develop competing functionality.
Direct peers
- ModiFace: ModiFace, now owned by L'Oreal, is a pioneer in AR-based virtual try-on for cosmetics including foundation matching. It is one of the closest functional peers to Match My Makeup's technology, with the added advantage of integration into L'Oreal's brand portfolio.
- Revieve: Revieve is a beauty AI platform that provides personalized product recommendations, virtual try-on, and shade matching for beauty brands and retailers. Its recommendation engine and AR capabilities overlap directly with Match My Makeup's Foundation Shade Finder and Lipstick Finder, often targeting the same enterprise retail segment.
- Perfect Corp: Perfect Corp is the leading global provider of AI and AR beauty technology, offering virtual try-on, shade matching, and skin diagnostics to brands and retailers. It directly competes with Match My Makeup across foundation shade matching and AR try-on, and serves many of the same beauty retail customers.
Emerging players
- Banuba: Banuba provides AR and AI-based virtual try-on SDKs for beauty and cosmetics brands. It is an emerging player in the same category of technology as Match My Makeup, with broader AR tooling but lighter focus on cross-brand shade mapping.
- Haut.AI: Haut.AI is a beauty AI startup offering skin analysis and personalization tools for skincare and color cosmetics brands. It is an emerging player with adjacent AI capabilities that overlap with Match My Makeup's recommendation and personalization functionality.
Others
- e.l.f. Cosmetics: e.l.f. Cosmetics is a mass-market beauty brand listed as a Match My Makeup integration partner. As an adjacent brand-side partner, it represents the kind of DTC and mass-market customer that benefits from but does not compete with the platform's core offering.
- Estée Lauder Companies: Estée Lauder is a global prestige beauty company and one of the brands referenced in Match My Makeup's cross-brand shade matching database. It functions as a partner ecosystem participant that can either adopt the tool or develop competing in-house capabilities.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Match My Makeup social profiles
Digital presenceMatch My Makeup financial estimates
Financial estimateRevenue estimate
Valuation estimate
Match My Makeup leadership team
Management profileNumber of profiles
Match My Makeup funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Match My Makeup 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 Match My Makeup
What does Match My Makeup do?
Match My Makeup provides a proprietary scientific foundation and lipstick shade matching platform that recommends equivalent product shades across multiple beauty brands based on a user's existing shade, questionnaire inputs, or on-device AR facial analysis. The platform is delivered as a white-label SaaS widget/API embedded into retailer partner e-commerce stores and is also offered free of charge to consumers via the company's own website, with affiliate links driving purchases at partnered retailers.
Is Match My Makeup a public or private company?
Match My Makeup is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Match My Makeup founded?
Match My Makeup was founded in 2012. It employs 11 to 50 people.
Where is Match My Makeup based?
Match My Makeup is headquartered in Sydney, Australia, in the Oceania region.
How does Match My Makeup make money?
Two revenue lines are on record. SaaS Widget Licensing to Retailers are the primary driver. The others are affiliate Commissions.
Who are Match My Makeup's main competitors?
Broad incumbents on record are Sephora, L'Oréal and Ulta Beauty. Direct peers are ModiFace, Revieve and Perfect Corp. Emerging players are Banuba and Haut.AI. Others are e.l.f. Cosmetics and Estée Lauder Companies.
Does Match My Makeup have an API?
Yes. Match My Makeup offers an API that enables integration of their color matching technology into third-party retailer e-commerce stores. The API provides colour matching recommendations for online shoppers. Retailers can integrate the matching widget into their product pages to help customers find matching foundation shades across brands.
What industry is Match My Makeup in?
Match My Makeup's product category is Beauty Technology Software. Its primary akta.pro industry code is CRABACAA, Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter). Its NAICS code is 456120 and its SIC code is 2844.