Beauty brand Il Makiage acquires Israeli tech start-up NeoWize

The digital native brand welcomes two ex-Israel Defense Forces specialists to its team as part of the acquisition

Beauty brand Il Makiage has acquired AI, data science and algorithm specialist NeoWize.

Through the deal, the US direct-to-consumer brand aims to improve the optimisation of its website, which features linked influencer content with shoppable make-up looks.

Oran Holtzman, CEO of Il Makiage, said: “Il Makiage is laser-focused on staying at the forefront of the intersection of beauty, technology and data science.

“We’re very excited to welcome NeoWize and their incredible AI-driven and data science backed solutions that will bolster our position as one of the leading tech and data science companies in the industry, allowing us to provide unparalleled customer experiences.”

Two of NeoWize's founders, Omer Nevo and Yoav Cafri, will join the team at Il Makiage, as will its employees which include mathematicians and deep learning specialists.

NeoWize's third founder, Ronen Ness, served as CTO at the company until he left in mid-2018.

Israeli intelligence know-how

Il Makiage is one of the leading make-up brands in Israel, with a standalone store presence in the country.

Both Nevo and Cafri previously worked in the Israel Defense Forces (IDF) in elite intelligence units.

Nevo is a machine learning and big data expert, who developed his expertise over 12 years at the elite Unit 8200 in the IDF.

Cafri served in the Center for Encryption and Information Security in the IDF, as well as the units that manage data processing for the Defense Forces and the protection of military data.

Nevo said: “We founded NeoWize to innovate at the cutting edge of AI, technology and e-commerce.

“We are excited to join the leading next generation digitally native beauty brand that shares the same tech-first approach.”

In 2017, L Catterton acquired a stake in Il Makiage for an estimated US$29m.

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