AI skin analysis becomes the starting point for beauty discovery
Visitors to Shaka Beauty Hotel will be able to complete a personalised AI skin analysis at the Dermaself station before exploring the event.
Dermaself technology analyses visible skin parameters including blemishes, dark spots, wrinkles, pores, redness and hydration to identify individual skin needs. Based on the results, visitors will receive personalised product recommendations selected from the products available at Shaka Beauty Hotel.
The experience connects digital skin analysis with physical product discovery. After completing the analysis, visitors can continue their journey through the event with a better understanding of their skin and discover the recommended products directly.
Shaka Beauty Hotel will bring together 37 beauty brands from around the world, creating an immersive environment dedicated to discovering brands, products and new experiences across skincare and make-up.
From AI skin analysis to a personalised phygital beauty experience
The collaboration with OVS shows how skin analysis for beauty events can become part of a phygital experience, using individual skin needs to guide product discovery in a physical environment.
Dermaself is an AI Beauty Agent for beauty brands and retailers that combines AI skin analysis with cosmetic ingredient analysis to transform a selfie into personalised skincare recommendations and routines built from each brand or retailer’s own product catalogue.
The technology can be integrated across e-commerce, retail stores, events and beauty brand activations, allowing brands and retailers to introduce personalisation across different customer touchpoints.
At Shaka Beauty Hotel, this model is applied to a multi-brand event environment: skin analysis becomes the first step in helping visitors navigate the beauty offer according to their individual needs.
From a personal skincare story to scalable personalisation
Dermaself was born from a personal relationship with skincare. Founder and CEO Elena Setaro grew up experiencing acne with a Dermatologist at home: her mother, Dr Adele Sparavigna, founder of Derming, a dermatological research institute with more than 30 years of experience.
Growing up with direct access to dermatological expertise, Setaro developed an early understanding of her skin, its unique needs, and how to navigate the complex world of skincare products and ingredients. That experience inspired the idea behind Dermaself: using technology to bring a more individualised approach to skincare guidance to a wider audience.
We want to bring the same individual attention I was fortunate to receive growing up with a Dermatologist at home into the beauty experience. With Dermaself, AI skin analysis allows brands and retailers to understand individual skin needs and build personalised skincare routines, turning product recommendation into a truly tailored shopping experience.
Elena Setaro, CEO and Founder of Dermaself.
At Shaka Beauty Hotel, this approach becomes a consumer-facing experience: AI skin analysis acts as the starting point for discovering products, ingredients and brands through a journey built around the characteristics of each visitor’s skin.
Shaka Beauty Hotel will take place at Garden Senato, Via Senato 14, Milan, from 16 to 20 September 2026, with free admission all day long.
Discover Dermaself: dermaself.it
