“In this new age of robotics, it’s already clear that beauty is a blue ocean space which will rapidly be transformed in the same way that more ‘serious’ industries such as logistics centers are currently experiencing.”

Elizabeth Williams
Co-Founder and CEO
Gemma Robotics
.…on her company’s autonomous makeup application machine, via Forbes.

Dallas-based Elizabeth (Whitelaw) Williams leads Gemma Robotics, a women-led, international beauty tech startup based in Texas and Haifa, Israel. Founded in 2022 by Williams and CTO Mira Shalah-Abboud, Gemma is building what it calls “the world’s first automatic makeup applicating machine.” The company’s goal: “to revolutionize the beauty industry and empower women to feel confident and beautiful, effortlessly.”

The brand—which is currently in stealth mode according to its LinkedIn page—has received a new patent for its systems and methods for automated makeup application, citing Williams as the inventor of the device, as we noted Wednesday in our patents roundup.

One of the brand’s robots, seen below, applies makeup in under three minutes. It’s “like having a professional makeup artist in your home,” the startup says on its website.

One of Gemma Robotics’ robots applies makeup in under three minutes, the startup says. [Photo: Gemma Robotics]

“By selling signature makeup looks in our marketplace, artists can reach and empower countless women across the globe,” Williams told Forbes in a recent story about the future of beauty. “This allows them to enjoy professional-quality makeup applications from the comfort of their homes, far surpassing the limitations of one-on-one sessions in a chair. Small studios and salons can boost their revenue by offering professional makeup applications through Gemma, providing customers with a convenient and affordable in-store option for their special night out.”

Co-founders joined forces in 2020

In 2020, while she was completing her post-doctorate at Stanford, Shalah-Abboud “stumbled upon Elizabeth’s pending patent online while researching if anyone else had created an automatic makeup application machine,” according to Gemma’s website. She reached out to Williams, and afte “rigorous interviews” revealed how much they complemented each other. they agreed to join forces to co-found BeautAI, the beauty technology company behind Gemma Robotics. Their ambitious aim: to “change the face of beauty forever.”

You can read more about Gemma and other revolutionary beauty startups in the Forbes story.

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