Shiseido’s American subsidiary has acquired Giaran Inc, an award-winning tech company specialising in artificial intelligence (AI) platforms “to transform the consumer experience and take personalised beauty to the next level”.

Founded in 2016 by world-renowned AI expert Raymond Fu, Giaran’s current technology includes “makeup virtual try on, tutorials, colour matching, personalised recommendations, makeup removal, face tracking and skin tone detection” which can be used on mobiles, tablets and desktops as well as through “a smart mirror powered by full HD augmented reality”.

Under the deal, Giaran will become part of Shiseido’s Makeup Center of Excellence, where it will work closely with Shiseido’s Global Digital Center of Excellence in New York and its global technology team in Tokyo.

The company will work with MATCHCo, a beauty personalisation start-up acquired by Shiseido earlier this year, and the Americas Innovation Center (Shiseido’s research and development facility in New Jersey).

Announcing the acquisition, Shiseido CEO and president Masahiko Uotani said Shiseido has been dedicated to remaining at the forefront of beauty since its founding in 1872.

“Through Giaran’s leading AI technology and our global innovation network, we’re continuing our journey of transforming how people discover and fall in love with products, creating deeply personal connections between our brands and consumers, and building a path to growth with consumers at the centre.”

He said Giaran’s technology will be used to further expand Shiseido’s capabilities in beauty customisation with “the goal of driving consumer engagement and providing an unmatched consumer experience”.

Marc Rey, president and CEO of Shiseido Americas, said he was thrilled to welcome Giaran to the Shiseido family.

“Building on our acquisition of MATCHCo earlier this year, Giaran will provide Shiseido with immediate expertise and advanced technologies to further expand our digital capabilities, while also allowing for greater consumer intimacy through personalised offerings and enhanced user experiences.

“We share Giaran’s philosophy that digital is a mindset rather than a tool, and we look forward to bringing more disruptive innovation to reinvent the beauty industry business model.”