Mada fashion app is stepping into beauty.

Mada fashion app is stepping into beauty. YPulse told you about Mada (a.k.a. Tinder for shopping) and how the app is changing how young people shop through AI technology and customization that matchs people with pieces they’re guaranteed to love. Now, the app has expanded to the beauty category and is working with retailers like Bloomingdale’s, Urban Outfitters, and Nordstrom to bring beauty brands to its platform. Supergoop, Westman Atelier, Dr. Barbara Sturm, Sunday Riley, and Benefit Cosmetics are some of the beauty brands working with Mada, and users are served curated makeup looks that include both makeup and skincare products. According to Mada’s founder, Madison Semarjian, “[Applying] makeup and skincare can be an even more intimate process [than getting dressed] because it’s not longer just what you’re wearing but what you are putting on your face.” The app’s technology suggests makeup looks / beauty products similar to how users engage with outfit suggestions (i.e. swiping right or left) as opposed to suggesting products based on demographic segmentation. As online shopping continues to grow (our shopping and retail research shows more than half of Gen Z and Millennials are regularly online shopping), incorporating augmented reality (AR) and shoppable content is one way to make online shopping an interactive experience for the next gen. (Glossy)