Shiseido Americas has acquired US-based Giaran, a company that specialises in AI technology.
Giaran will support Shiseido’s MATCHCo personalised beauty start-up, which was acquired earlier this year.
It will also supplement the Americas Innovation Center, Shiseido’s R&D hub in New Jersey.
Marc Rey, President & CEO of Shiseido Americas, said: “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 re-invent the beauty industry business model.”
Giaran is headed up by founder and President Raymond Fu, who is also a professor at Northeastern University.
Its technology includes computer vision, big data and AR, while it is a specialist in deep learning algorithms, data mining and protective modelling.
Fu said: “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.”
Giaran will remain based in Boston, and form part of Shiseido’s Makeup Center of Excellence.
