From BW Confidential
Essentia Beauty Launches Ozmee, a Digital-Beauty Brand
Essentia Beauty is launching Ozmee, a direct-to-consumer tech-focused beauty brand in Italy (rolling out more widely in August). Central to Ozmee is “Morphodiagnosis,” a proprietary face analysis software developed over three years using data from 500 women, which classifies lash morphotypes (length, density etc.). The idea is: users take a selfie, the system analyzes their lashes, and recommends a tailored mascara. The brand will initially offer mascaras, with plans to expand into skincare and other makeup.