The overwhelming experience of a makeup counter inspired a groundbreaking innovation. This intimidating environment led entrepreneur Gaynor Matthews to develop an app designed to simplify makeup selection.
Faced with countless beauty products, Matthews recognised a gap in the market for a more personal, user-friendly solution. Her experience at a department store makeup counter sparked the creation of an AR app tailored for individual needs.
At the age of 50, Gaynor Matthews had a startling realisation: her makeup routine had not changed for three decades. Encountering the daunting atmosphere of department store makeup counters, where sales-driven staff often lack training in cosmetics education, Matthews identified a significant gap. She envisioned a tool that would empower users to learn about makeup without the pressure of purchasing.
Core features include a multi-stage process tailored to the user’s skin tone and facial features. From moisturiser to fixing spray, the app covers every aspect of makeup application, offering real-time visualisation of different colours and shades.
The user-centric design means women can explore different looks at their own pace, without undue influence or embarrassment, enabling them to build self-assurance in their everyday makeup routine.
The app has gained significant traction, especially in the UK, where Matthews has targeted marketing efforts. Despite competitive pressures, Wow How continues to expand its influence in the beauty tech industry.
A recent development is the release of a white-label version of the app, offering other brands the opportunity to customise and rebrand the technology with their aesthetics and star endorsements.
Users appreciate this privacy commitment, allowing them to explore and enjoy the app’s features without the worry of data misuse or sharing.
Matthews’ vision extends beyond conventional beauty solutions. She sees the potential for her app to adapt to a myriad of cosmetic brands, offering tailored solutions that retain the core technology’s innovative edge.
Gaynor Matthews has transformed a personal challenge into a visionary product, leading a digital revolution in the cosmetics industry.
Her innovative AR app not only democratizes makeup education but also ensures users feel confident and empowered in their beauty choices.
