EXCLUSIVE: Il Makiage Acquires Israeli Tech Start-up NeoWize

Il Makiage is continuing to invest in tech.
The maximalist makeup brand unveiled its app and e-commerce platform for microinfluencers, Kenzza, over the summer. In an effort to build out its 25-person tech team, the brand is announcing today that it has acquired NeoWize, a data science start-up based in Israel. NeoWize will join Il Makiage's team in Tel Aviv, helping the beauty brand further its efforts in artificial intelligence.
"With this NeoWize acquisition, we keep focused on staying at the intersection of beauty, technology and data," said Oran Holtzman, chief executive officer of Il Makiage. "For us, it’s a huge milestone, adding such a force and proven technology to our existing data capabilities."
Il Makiage has placed a large focus on data collection as a means of improving what it has dubbed a "broken" online shopping experience. Its AI capabilities include PowerMatch, a quiz meant to match customers with their proper foundation shades with 94 percent accuracy. The quiz has been taken by more than six million users since it launched earlier this year. Il Makiage's foundation has more than 25,000 reviews.
NeoWize specializes in machine learning, specifically active machine learning. The difference, said cofounder Omer Nevo, is that active machine learning doesn't just try to convert the user, it seeks to learn more about him or her for potential conversion at a later date.
"Active machine learning means we try to get as much information as possible," explained Nevo, who previously spent 12 years as an algorithm researcher in the elite intelligence unit of the Israeli defense forces. "That means we can learn much faster what is your intention and what your preferences are. It creates a better user experience."
More from WWD.com:
After Declaring Minimalism Dead, Il Makiage Readies for U.S. Relaunch
Il Makiage Targets Microinfluencers With New App, Kenzza
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