Accurate shade matching via smartphone

California-based startup IlluminateAI has developed a visual AI capable of measuring skin tone with lab-level precision using just a smartphone camera. The technology is already being used by beauty brand E.l.f. Beauty. Customers scan a QR code on the packaging and receive personalized shade recommendations. Sales have more than tripled, and customer engagement has significantly increased. Founder Konrad Jarausch claims their system is “reinventing the physics of photography,” turning the selfie into a tool for precise color diagnostics.