Personalised foundation service, Dcypher, launches

UK-based technology business, Trigenex, has launched Dcypher, a personalised foundation offering millions of shade, coverage and finish combinations.

Using unique technology, AI diagnostics and a state-of-the-art manufacturing process, consumers can create their own personalised formulation in minutes that is delivered direct to their door.

The technology has been developed by Adam and Claire Triantis; Adam is a qualified Biochemist with experience in supplying the world's biggest beauty brands with ingredients to make their foundation formulations, whilst Claire has a PhD and MSc in Cognitive Neuroscience and worked for Unilever in science-based and category roles. Through their experience, they realised that a one size fits all approach to foundation does not work.

Commenting on the launch of Dcypher, Adam Triantis says: 

“Our research shows that only 45% of customers regularly use foundation, they have given up on the category as they failed to find a product that works for them. Our mission is to disrupt the beauty industry by making personalisation the norm and, in turn, revolutionising the retail supply chain. We aim to give the customer exactly what they want, with infinite colours, finishes and formulations. Retailers will no longer need to have large footprints, simplifying their business model and reducing waste while significantly improving the consumer experience.”

Trigenex will work brands to offer white label versions of the Dcypher technology. Co-developer of Dcypher, Claire Triantis, explains:

“Our vision is to see DCYPHER working in partnership with the world's leading beauty brands and retailers across many beauty categories. Offering a more streamlined approach to cosmetics that provides a better product, a better experience and more efficient process for consumers and retailers. A win- win for everyone.”