Atypical Cosmetics

Having a skin allergy might not sound like the worst affliction you can suffer – until you are introduced to the traditional and inconvenient world of cosmetics.

Founder of Atypical Cosmetics, Marwa Ebrahim, struggled for many years to find products that would work for her. Eventually that frustration led to a decision: to make these products for herself.

Since January 2018, Marwa has been developing an online skincare customisation service that allows customers to completely personalise their skincare based on factors such as lifestyle, skin goals, skin type, pollution levels where they live, climate and allergies, if they have them. But creating bespoke skincare products made for every individual is a tall order. Her answer has been to harness technology to develop algorithms and devices to help automate production.

Every bottle is made specifically for every person that orders it, explains Marwa. This is done using a customisation platform that records customer factors and then uses an algorithm to identify the best ingredients for that customer before individually making their bespoke product.

Her biggest motivation is being able to create positive change among those suffering from the skin allergies she herself has battled with.

As for Atypical, the US, UK and Europe, are going to be Marwa’s main target markets for further growth, while the company will also explore IP licensing to other firms.