Shiseido Americas Corporation has acquired Giaran, Inc., a data driven company with leading technology in artificial intelligence (AI) platforms. The purchase looks to build on the firm’s acquisition of MATCHCo, made earlier this year, and to further expand digital capabilities and allow for greater consumer intimacy through personalized offerings. Terms of the transaction were not disclosed.
Founded in 2016 as a spinoff from Northeastern University’s Synergetic Media Learning Laboratory by scientist and AI expert Raymond Fu, Giaran is powered by AI technology, such as computer vision, big data and augmented reality, and creates novel algorithms of deep learning, data mining and predictive modeling.
Current technology within Giaran includes Makeup Virtual Try On, Tutorials, Color Matching, Personalized Recommendations, Makeup Removal, Face Tracking and Skin Tone Detection. The technology can be used across mobile, tablet and desktop as well as through a smart mirror powered by full HD augmented reality.
Giaran will remain based in Boston, Massachusetts and will become part of Shiseido’s Makeup Center of Excellence, where it will work closely with Shiseido’s Global Digital Center of Excellence in New York and its global technology team in Tokyo.