Shiseido Americas dives into AI-powered technology by acquiring Giaran

NEW YORK — Shiseido has announced that its subsidiary company, Shiseido Americas has acquired Giaran. A data company with technology in artificial intelligence platforms that will allow the company to transform the consumer experience by taking personalized beauty to the next level.

The technology held by Giaran ranges from makeup virtual try-on, tutorials, color matching, personalized recommendations, makeup removal, face tracking, and skin tone detection — which can all be accessed on a smartphone, tablet, desktop and a smart mirror powered by full HD-augmented reality.

“Since our founding in 1872, Shiseido has been dedicated to remaining at the forefront of beauty. 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 center,” Masahiko Uotani, president and group CEO of Shiseido Co. said. 

The company will become part of Shiseido’s Makeup Center of Excellence while remaining based in Massachusetts. This joint venture will allow the cosmetics brand to expand its capabilities in beauty customization, resulting in driving consumer engagement while providing an unmatched consumer experience.

“This is an extremely exciting move for Giaran at a pivotal moment in beauty. Shiseido shares our belief that in today’s fast-changing market, continuous evolution of product and consumer-centric innovation are key to deepening relationships with consumers and finding new fans,” Raymond Fu, founder and president of Giaran, and a professor at Northeastern University, said.