May 3

May 3 MYGLOWW CUSTOM FOUNDATION

What would you say if I told you that you can find your perfect foundation match, without needing to leave your home? Sounds crazy. But myGloww – a boutique beauty brand – has found a way to do exactly that.

How? It’s all down to a selfie, and a clever algorithm:

myGloww’s founder Steph Effiom Idowu explains why she created the brand:

“I started myGloww by accident! After I missed the flights for my honeymoon, I had a lot of free time so I started experimenting with making cosmetics that would help me feel better. Eventually, I created a foundation in my perfect shade and using it made me feel amazing! It was the first time I’d ever used a foundation that truly matched my skin and I knew I had to share what I’d found.

I started creating an inclusive foundation range and made over 360 shades, but it still wasn’t enough! That’s what led me to write the complexion analysis algorithm. I wanted to make sure that anyone, no matter their skin colour, would be able to experience the joy of finding their perfect match.”

In super simple terms, how does it work?

“Our algorithm uses a selfie photograph to analyse the five aspects of your complexion and formulate the unique shade blend for your skin.”

What’s behind the name ‘myGloww?’

“myGloww is all about bringing out your skin’s unique glow. Our mission is to transform your beauty routine into a powerful self-love experience. Wearing makeup is an act of self-care and choosing a foundation made exclusively for you is a celebration of your unique self. You are beautifully unique and your makeup should be, too!”

I’m keen to find out more about your personal story! London, Switzerland, Oslo, Lagos…what’s your background and why are these locations referenced on site?

“I was born in Lagos Nigeria, grew up in London, lived in Oslo for two years and now live in Geneva, Switzerland. Much of who I am has been shaped by the places I have lived, and similarly, each of these places has left its unique footprint in the business that I have created. I learnt about celebrating life in Lagos, understood the beauty of diversity in London, fell in love with natural simplicity and sustainability in Oslo and honed high quality craftswomanship in Switzerland. These principles underlie everything we do at myGloww.”