Synthetic biotech firm and beauty proprietor Amyris has acquired UK-based AI tech company Beauty Labs.
By investing in digital innovation Amyris, which owns beauty company Biossance, as well as Rose by Rosie Huntington-Whiteley and baby care brand Pipette, is hoping to enhance the customer experience of its beauty labels.
Utilising Beauty Labs’ AI technology, Amyris will create customised consumer experiences to accelerate the growth of its e-commerce revenue.
“Our Beauty Labs team is excited to become part of Amyris and to help pioneer the next generation of digital consumer experiences,” said Mark Gerhard, founder of the Cambridge-based firm.
“A connected consumer is the future of the beauty and wellness industry, and we are proud to be joining Amyris to bring a new level of sophistication to the consumer experience.”
Beauty Labs has previously worked with Coty, ghd and Clairol on AI applications.
“Mark has built an incredible team and brings a distinctive mindset and capability to accelerate our revenue growth through deeper connections with our customers,” added John Melo, President and CEO of Amyris.
“We are building and growing leading clean beauty brands and are committed to an omnichannel strategy of which the digital experience is critical.
“We partner with some of the world's leading retailers, and we want the consumer to enjoy their beauty experience where they want it and need it.”
The terms of the deal have not been released and is expected to be completed over the next 30 days.