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With the introduction of its version 2 technology virtual makeover application, ModiFace is getting even more, well, Mod.

The platform, which has had 25 million app downloads since its inception in 2007, is centered on offering consumers the chance to virtually sample new hair styles, color cosmetics and even skin-care products through facial-recognition technology. This week, ModiFace’s technology was updated to include more detailed product sampling and advanced e-commerce capabilities, which allow consumers to price-compare through retailers including Sephora and

“Our consumers really want the ability to fine-tune the look, [for example] if you are [to] apply blush or eyeliner, there are many different styles to do that,” said Parham Aarabi, chief executive officer of ModiFace. “The new app offers 50 different styles of makeup application, which makes the visualizations really realistic. There are now a lot more detailed elements, like when you try a hairstyle, you can actually brush your hair to flow.”


According to Aarabi there have been more than 500,000,000 unique virtual product trials through ModiFace to date, which “essentially puts us as the top app publisher in the beauty category,” he asserted.

To offer more nuanced beauty looks through the upgraded platform, the company works with makeup artists and hair stylists, Aarabi said.

“If you look at what existed three years ago and what exists now, there is a substantial difference,” he said. “Now you can make over a photo and can’t tell it’s not real.”

As far as the skin-care product testing component goes, Aarabi said the company bases its platform on clinical testing results in order to show short- and long-term results of using a certain product.

“Especially on the skin-care side because we have clinical access, the realism has come a long way. Let’s say a consumer doesn’t know what effect a product will have over four weeks or 12 weeks, they can see instantly what it will do and decide if they want to buy that product or not. Our technology allows detailed effects like filler or dark spot removal.”

Aarabi said, to date, his company has collaborated with beauty brands like L’Oréal, Make Up For Ever and Inglot, both on creating personalized apps, which can also be used in-store, as well as including them on its own platform.

“We can use our core technology and we develop a custom app for [a brand] or we can place their products inside our app. We have about 30 beauty brands now and by next summer, expect that to be close to 80.”
Aarabi adds that he hopes to cross the 50 million user mark within the next year. “We have 25 million users today and want to double that by next year,” he said. “We are also thinking about how to monetize and serve these users.”

Another interesting element to his business, Aarabi said, is that the ModiFace platform provides compelling beauty-purchasing data, which chronicles best-selling products, styles and even specific foundation shades — globally.

Although ModiFace executives would not talk numbers, industry sources estimate the updated application could generate between $3 million and $4 million by October 2014, primarily through e-commerce and advertising within the app. 

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