Beauty by Holition

What Beauty by Holition does

Beauty by Holition, operated by Holition Ltd and headquartered in London, is a B2B beauty technology company that builds AI- and AR-powered virtual try-on, skin analysis, and shade-matching software for global cosmetics and skincare brands. Its platform, marketed under the Neo product line, comprises four core modules — Neo Beauty Studio (photorealistic AR virtual makeup try-on), Neo Skin (AI skin health analysis detecting concerns such as fine lines, pigmentation, and hydration), Neo Shade Finder (ITA-based foundation matching across all skin tones), and Neo Intelligence (a hybrid-RAG generative AI beauty companion) — all underpinned by a patented FACE SDK that maps a dense 3D mesh to the user's face in real time and runs entirely on-device via edge-AI processing for privacy. The company serves a roster of more than 30 enterprise beauty brands spanning luxury and mass segments, including Charlotte Tilbury, Estée Lauder, MAC, Burberry, Kylie Cosmetics, Shiseido, Christian Louboutin, and Coty brands.

The company's go-to-market combines direct enterprise field sales with a three-tier SaaS subscription model (Starter, Growth, Enterprise) that packages the Neo modules with differentiated features such as Face SDK API access, priority support, and dedicated UX/UI services. Distribution is anchored by a native Shopify integration for e-commerce deployments and bespoke custom solutions including in-store Magic Mirrors and tailored UX/UI design. Historically project-based (e.g., the 2016 Charlotte Tilbury Magic Mirror, the 2021 Burberry Beauty Virtual Studio, the 2023 Christian Louboutin Loubi-Mirror), Beauty by Holition has progressively productized its offering into scalable SaaS, with Neo Beauty Studio and Neo Intelligence representing the most recent platformized launches in 2023 and 2024.

The business is privately held and self-funded, with 1-10 employees disclosed, GDPR and CCPA compliance, and a leadership team including Jonathan Chippindale as Chairman and Russell Freeman as CTO/CEO. Recent operational signals include sustained product launches (Neo Report analytics in 2024, Neo Shade Finder deployments for Rabanne), continued enterprise customer wins, and an expanding partner ecosystem spanning Coty, Puig, Beamly, and Shopify.

Name

Beauty by Holition

Legal name

Holition Ltd

Website

https://holitionbeauty.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Beauty by Holition is a London-based B2B SaaS provider of AI- and AR-powered virtual try-on, skin analysis, and shade-matching technology, serving 30+ global cosmetics and skincare brands through its patented FACE SDK and Neo product platform.

Ownership category

akta.pro rank

Product category

Beauty Technology Software

NAICS

Industrial Design Services (541420)

akta.pro primary industry

Facial Recognition & Biometrics (HDAAAEAC)

akta.pro secondary industry

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

Keywords

• Virtual try-on software
• AI skin analysis
• Beauty AR technology
• Foundation shade matching
• Facial tracking SDK

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Subscriptions: Three-tier subscription model (Starter, Growth, Enterprise) providing access to Neo Beauty Studio, Neo Skin, Neo Shade, and Neo Intelligence products. Pricing tiers differentiated by included features, support levels, and API access.
2. Custom Solutions and Bespoke Development: Custom UX/UI design, in-store Magic Mirrors, and bespoke beauty engine customization services for enterprise clients requiring tailored implementations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Beauty by Holition provides a B2B SaaS platform of AI and AR-powered beauty technology products under the "Neo" line, including virtual makeup try-on (Neo Beauty Studio), AI skin health analysis (Neo Skin), foundation shade matching (Neo Shade Finder), and an AI beauty companion (Neo Intelligence). The platform is built on the company's patented FACE SDK facial tracking technology, is sold via subscription tiers (Starter, Growth, Enterprise), and is augmented by custom solutions such as in-store Magic Mirrors and bespoke UX/UI design for beauty brands.

Product overview

Beauty by Holition offers a modular platform of intelligent beauty SaaS products under the Neo product line. The core platform consists of Neo Beauty Studio (virtual try-on), Neo Skin (AI skin analysis), Neo Shade Finder (foundation matching), and Neo Intelligence (AI beauty companion). These can be enhanced with add-on modules including Neo Tutorials (AR education), AI Auto-Calibration (rapid product integration), and Neo Report (advanced analytics). The FACE SDK patented technology underpins all products, enabling 3D facial tracking and AR rendering. Products are available across Starter, Growth, and Enterprise subscription tiers with tiered features including API access, priority support, and dedicated UX/UI support. All solutions feature on-device processing for privacy and work across web, mobile, and in-store deployments.

Differentiator

Problem solved

Functional benefit

Brands

• Neo Beauty: Virtual try-on platform combining photorealistic AR rendering with on-device AI for makeup try-before-you-buy experiences
• Neo Skin
• Neo Shade
• Neo Intelligence
• Neo Tutorials
• FACE SDK
• Virtual Foundation Lab
• Virtual Skincare Lab

Products and services

• Neo Beauty Studio Virtual try-on SaaS for color cosmetics brands, allowing shoppers to try makeup (lipstick, eyeshadow, foundation, blush) in real time using photorealistic AR rendering powered by FACE SDK.
• Neo Skin AI-powered skin health analysis SaaS for skincare brands that turns a camera scan into personalized skincare routines by detecting concerns such as acne, fine lines, wrinkles, pigmentation, dark spots, eye bags, and skin type.
• Neo Shade Finder Foundation and concealer shade matching SaaS that uses Individual Typology Angle (ITA) methodology and edge-AI to produce continuous tonal output matching shoppers to calibrated product catalogues across all skin tones.
• Neo Intelligence AI-powered beauty and skincare companion SaaS combining skin analysis, shade matching, and virtual try-on in a hybrid RAG architecture; supports text, voice, and image inputs for personalized advisor recommendations and live AI-powered trend search.
• FACE SDK Patented facial tracking SDK/API exposing 3D face tracking with 100-500+ tracked points, available to Growth and Enterprise subscribers for integration into third-party applications.
• Custom Solutions Bespoke professional services for enterprise beauty clients covering in-store Magic Mirror installations, beauty and skincare engine customization, and custom UX/UI design work.

Quantifiable outcome

• 20% increase in purchase intent on average
• +9 more outcomes

Named customers24 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability7 records

Feature7 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Coty Inc.coreStrategic or Co-development Partner · 19 May 2020Coty Inc. collaborated with Beauty by Holition and Beamly on the My Makeup Artist project for MaxFactor - an AR and AI-powered diagnostic tool that won a Webby Award in 2020.
• BeamlycoreStrategic or Co-development PartnerBeamly partnered with Beauty by Holition and Coty on the My Makeup Artist project for MaxFactor, combining AR expertise with marketing capabilities.
• GoldsheepminorStrategic or Co-development PartnerCreative studio that collaborated with Beauty by Holition and Studio Blup on the Kylie Jenner Cosmetics 3D shopping room project for Boots.com.
• Studio BlupminorStrategic or Co-development PartnerCreative studio that measured and reported on the Kylie Jenner Cosmetics virtual world project metrics (25.5K unique visitors, 5x purchase intent increase).
• Boots.comminorChannel Partner/ Reseller/ DistributorUK retailer that hosted the Kylie Jenner Cosmetics virtual shopping room experience powered by Beauty by Holition's virtual try-on technology.
• PuigcoreStrategic or Co-development PartnerGlobal beauty retailer that approached Beauty by Holition to develop the Loubi-Mirror AR-enabled Magic Mirrors for Christian Louboutin stores in Harrods and Selfridges.
• ShopifycoreTechnology or IntegrationNative integration partner for seamless e-commerce connectivity. Beauty by Holition's Neo products integrate with Shopify for seamless cart integration and Buy Now functionality.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Snap Inc. Operator of AR Lens platform and a partner channel for beauty brand AR try-on experiences; broadly competes for AR-driven beauty media and commerce budgets relevant to Beauty by Holition's clients.
• Sephora (LVMH): Beauty retailer with substantial proprietary AR try-on and in-store tech (incl. Virtual Artist), frequently cited as a benchmark for in-store beauty tech experiences that Beauty by Holition's Magic Mirror competes with.
• Estée Lauder Companies: Existing Beauty by Holition customer running multiple digital innovation programs; broad incumbent investing in omni-channel personalization that competes for the same enterprise AR/AI budgets.
• L'Oréal (Group): World's largest beauty company and parent of direct competitor ModiFace; also a prospective customer and competitor for AR/AI beauty retail technology across brands like Lancôme, YSL, and Maybelline.
• Shiseido (Group): Global beauty group and existing Beauty by Holition customer (Shiseido brand) that invests in its own beauty tech stack and personalization, representing both a buyer and a strategic comparator for AR/AI retail technology.

Direct peers

• ModiFace (L'Oréal): AR try-on technology provider now owned by L'Oréal, offering direct competition in virtual makeup try-on and skin diagnostics. Many of Beauty by Holition's clients sit within L'Oréal's competitive set or sell into overlapping brand accounts.
• Perfect Corp: The leading global provider of AR and AI beauty and fashion tech (YouCam suite), directly competing with Beauty by Holition across virtual try-on, skin analysis, and shade matching for major beauty brands using a SaaS model.
• Revieve: AI-powered beauty advisor platform offering skin diagnostics, product recommendations, and virtual try-on for beauty brands and retailers — overlapping directly with Beauty by Holition's Neo Skin and Neo Shade offerings.

Emerging players

• Titanium Beauty / Face cake (Tryonix): Smaller AR try-on and 3D product visualization providers serving fashion and beauty — emerging competitors addressing similar use cases for direct-to-consumer beauty brands.
• Obsess: Provider of 3D and AR virtual stores for beauty and fashion retail — overlapping with Beauty by Holition's immersive 3D shopping experiences such as the Kylie Cosmetics Boots.com activation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/holitionbeauty
• LinkedInlinkedin.com/company/holition-beauty
• Instagraminstagram.com/holitionbeauty

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Beauty by Holition