Made-to-measure beauty is on the march. A few issues ago I wrote about Geneu, the world’s first skincare serums to be based round each customer’s DNA. But Geneu is not alone in thinking that products customised to suit and flatter the individual are the way to go.
Ioma is a relatively new science-led French skincare brand founded by Jean Michel Karam, the engineer who developed Mems technology (Micro Electrical Mechanical Systems that can detect changes in physical phenomena), which he is now using to analyse the skin. Customers can visit the new Ioma counter in Harrods’ The White Hall (or, indeed, its counters at Saks Fifth Avenue in New York, LA and San Antonio, Isetan in Singapore or Marionnaud in Paris), where a Mems-based probe and 4D biometric scanner (third picture) “reveals what cannot be seen by the naked eye, anticipate what’s to come and detect subtle imperfections”. By placing your face in the pod, it analyses – in minutes – the epidermis, layer by layer down to the deepest one, and measures levels of hydration, UV damage, fine lines, wrinkles, firmness and skin tone. On the basis of all this information, Ioma creates personalised moisturising serums – a Ma Crème Jour and Ma Crème Nuit (both £149 for 50ml, fourth picture) – from one of 40,257 different formulations. Ioma will also store your results so you can return for another test and measure improvements in your skin.
Cover FX, created by Victor Casale, a founding partner of MAC, has created Custom Cover Drops (£36 for 15ml, second picture), consisting of concentrated foundation pigments that can be added to any liquid product you are fond of. You choose a shade that suits you (either online at Sephora, Harvey Nichols, House of Fraser or the brand’s own website, or at selected stores across the globe) from some 25 different colours, which you then combine – in the palm of your hand – with your moisturiser, favourite facial oil, serum or sun cream. You add one drop for light coverage, two for medium coverage, and so on – and voilà – a new personalised foundation. Cover FX was initially developed to provide coverage for customers with skin problems such as rosacea or acne, so all its products are free of anything that might irritate – whether fragrances, parabens or gluten.
Meanwhile, Harvey Nichols has decided that the ground floor isn’t always the best place for a beauty consultation and has launched The Beauty Concierge (first picture) on its tranquil third floor, where you can order a lipstick to be made in any shade you choose. Colour specialists Three Custom will match precisely, for example, a discontinued lipstick, a fragment of fabric or a favourite pair of Jimmy Choos. As texture and coverage are so personal, it’s worth checking out the products in person, but the service is also available on Three Custom’s website, which allows you to search its archives for discontinued lipsticks by over 50 brands, send in a sample to match or create your own colour. For £60 you get two lipsticks in your chosen shade.