Be it product personalisation, a streamlined shopping process, or the ability to create engaging marketing content at a moment’s notice, artificial intelligence (AI) is assisting all stages of the beauty journey.
But new launches from this year’s in-cosmetics Global indicate that AI is increasingly being used – and celebrated – for its role in cosmetic ingredient development.
“There is a huge wave toward ingredients that are highly effective and clinically proven…that are safe and which have novel mechanisms of action,” Alexandre Jouve, CEO and founder of beauty biotech firm Kokuma, tells Cosmetics Business.
“The consumer is more educated than ever and they want products that work, so cosmetics are moving more towards the dermatology space and the lines are getting blurred between what is a cosmetic and what is an OTC [over-the-counter drug],” Jouve, who began his career in the pharmaceuticals industry, adds.
“Everyone wants to have efficacy and there is only one way to deliver that, which is to apply the pharma playbook – and the pharma playbook is the AI-enabled one.”
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