The beauty industry has always been a playground for innovation. From breakthrough ingredients to eye-catching marketing campaigns, brands have constantly sought new ways to capture consumer attention.
Now, artificial intelligence (AI) is emerging as the next frontier altering how people discover, test, and buy makeup. At the recent Make Up in New York event in NYC, I discovered Arbelle, a Europe-based beauty tech software provider.
Through an email exchange with Marcus Tamminen, Managing Director of Arbelle, I gained insight about the genesis of his company, how AI is transforming beauty and why his company is different.
The Pandemic Moment
“Brands were already exploring augmented reality,” Tamminen recalls, “but the real turning point came during the pandemic.” Overnight, physical testing and in-store consultations vanished. Beauty brands were forced to rethink how they connected with consumers. For Arbelle, this was an opportunity. “We realized that realistic, trustworthy digital tools weren’t just a temporary fix, they would define the future of beauty,” he says.
Young consumers now expect a seamless, tech-enabled shopping journey. AI, when done right, can build confidence, foster inclusivity and inject joy into the beauty experience. “That realization sparked our mission, which is to make AI more than a gimmick,” Tamminen adds.
Arbelle’s Differentiators
The beauty tech space is crowded, yet Arbelle stands out emphasizes two guiding principles – inclusivity and authenticity. “These aren’t buzzwords for us,” he says. “Inclusivity means every person, across ten skin tone categories and countless nuances, can find products that truly match them. Authenticity means our tools empower the real you, without filters.”
Arbelle’s technology guides each customer toward the right shades, looks, and routines. This results in higher conversions, stronger loyalty, fewer returns and even reduced overproduction for brands. “Personalization goes beyond transactions,” he explains. “When shoppers feel understood and inspired by looks tailored just for them, the brand becomes part of their identity.”
Moreover, Arbelle positions itself not just as a vendor, but as a Trusted Beauty Partner. The company collaborates with brands to co-create innovations, share insights and help them grow sustainably. Long-term partnerships, Tamminen insists, are what truly set Arbelle apart.
Responsible AI
AI in beauty isn’t without controversy. Questions around inclusivity, bias and ethical data use are pressing. Arbelle takes these concerns seriously. Its ShadeFinder system is trained on ten skin tones, going beyond the traditional six to capture subtle nuances.
Tamminen adds, “Fairness isn’t just about compliance, it’s about empowering every individual to see themselves reflected accurately and respectfully in beauty.” The company is fully compliant with GDPR and the upcoming EU AI Act, and its internal ethics committee continuously reviews the technology’s impact.
Looking Ahead
“2026 will be an exciting chapter,” says Tamminen. The company is launching a beauty network community—an invitation-only space where brands can co-shape the future of beauty tech, share learnings, and gain early access to new features.
Arbelle is also working with leading brands on projects beyond e-commerce. From product marketing to R&D and consumer insights, AI is helping brands leverage internal data and turn their unique identity into a competitive advantage.
If the pandemic proved anything, it’s that innovation waits for no one. And with companies like Arbelle, the future of beauty is intelligent, inclusive, and undeniably personal.
