Review: I had an AI facial. Is it the future of beauty?

By Lynsey Barber | Published: 2-Oct-2025
Skin Care Digital

Danish beauty brand Apeer promises a personalised facial powered by artificial intelligence (AI). Cosmetics Business’ Science Writer Lynsey Barber tests it out

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Closing my eyes, Nurse Nicola applies a cleansing gel designed to refresh sensitive skin and reduce pores – artificial intelligence (AI) told her to do it.

No, ChatGPT has not become our robot overlords (just yet anyway), Danish skin care brand Apeer has enlisted the high-technology tool to offer what it claims is the world’s first AI-powered facial.

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