Made in Italy cosmetics company Hekaté has launched a service allowing consumers to create their own personalized face cream online. The company hopes to take the concept to the US market with the help of Kickstarter.

Shoppers will be able to create their own formulation by answering questions about their skin type and needs – they’ll then be guided through a choice of suitable actives, extracts and fragrances to suit their individual skin care needs. Three different creams are available, anti-aging, moisturizing and anti-blemish.

Ingredients are of natural origin and dermatologically tested, while packaging is environmentally friendly and recyclable.