Dermaself AI launches skin analysis at Milan beauty hotel
Upon arrival, attendees will have the opportunity to undergo a tailored AI skin analysis at the Dermaself station, which will then inform their exploration of the event. By merging digital skin analysis with physical product discovery, visitors will gain a deeper understanding of their skin and be able to explore recommended products.
The Dermaself technology assesses various visible skin parameters, including hydration, redness, pores, wrinkles, dark spots, and blemishes, to determine the unique needs of each individual’s skin. Following the analysis, attendees will receive personalized product recommendations, curated from the products available at the Shaka Beauty Hotel. This collaboration with OVS demonstrates how skin analysis can be integrated into a phygital experience, enabling visitors to discover products tailored to their specific skin requirements in a physical setting.
Bridging the gap between personal care and scale
The Shaka Beauty Hotel will host 37 beauty brands from around the world, creating an immersive environment focused on discovering new brands, products, and experiences in skincare and makeup. Dermaself’s origins are rooted in a personal connection to skincare, as its founder and CEO, Elena Setaro, grew up with a dermatologist mother, Dr. Adele Sparavigna, who founded the dermatological research institute Derming. Having direct access to dermatological expertise from a young age, Setaro developed a deep understanding of her skin’s unique needs and the complexities of skincare products and ingredients, ultimately inspiring the concept behind Dermaself: utilizing technology to provide individualized skincare guidance to a broader audience.
“We want to bring the same individual attention I was fortunate to receive growing up with a Dermatologist at home into the beauty experience,” says Setaro. With Dermaself, AI skin analysis enables brands and retailers to comprehend individual skin needs and craft personalized skincare routines, transforming product recommendations into a tailored shopping experience. At the Shaka Beauty Hotel, this approach will be introduced as a consumer-facing experience, where AI skin analysis serves as the starting point for discovering products, ingredients, and brands through a journey tailored to each visitor’s skin characteristics.
The Shaka Beauty Hotel will take place from 16 to 20 September 2026 at Garden Senato, Via Senato 14, Milan, with free admission throughout the day. For more information, visit Dermaself’s website.
