Shiseido Americas has announced the acquisition of US-based start-up MATCHCo.,an app that uses revolutionary technology and digital tools to create individually customized foundation at scale.

Launched in 2013, MATCHCo. allows consumers to scan their skin through its mobile app, with the data then collected to create an individual custom foundation for each consumer.

The acquisition is hoped to help the Shiseido Group to further create a business model that will further develop its foothold in the cosmetics personalization market, with the company taking further steps to reinforce its skincare, make-up, fragrance and Digital Centres of Excellence.

Shiseido CEO Masahiko Uotani said, “We are thrilled to welcome MATCHCo, a company processing innovative digital technologies, into our Group. Creating innovations is an area of special strategic focus for Shiseido Group, and we look forward to offering more unique value to consumers around the world. This will now be made possible through accelerated innovation in rapidly evolving digital tools and customized products.”