with contributions from Allison Collins
 on January 18, 2017

Shiseido Americas Corp. has acquired MatchCo., a California start-up that has developed digital technology designed to help women find the right shade of makeup foundation with precise accuracy, an age-old problem that afflicts 94 percent of consumers, according to the company. Shiseido intends to “leverage” the MatchCo. technology across Shiseido’s other brands, like the foundation-heavy Bare Minerals, and to other makeup and skin-care product categories, a move that might give the company an upper hand in winning over consumers seeking greater product customization and personalization, two prevalent trends.

Marc Rey, chief executive officer of Shiseido’s American subsidiary, described the business possibilities as “humongous.” He declined to say how much sales volume the start-up is doing, neither did he divulge the purchase price. Considering that MatchCo. has been in business a short time, a number of industry sources estimate the annual volume is less that $5 million.

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