Magnet: BeautyScan

2025: Scaling into 2.5 thousand stores

Magnit scales the BeautyScan service - an artificial intelligence-based technology that personally selects care and decorative products based on photo and customer preferences. In June 2025, the BeautyScan service became available in more than 2.5 thousand stores of the Magnit Cosmetic chain.

Magnit began testing BeautyScan technology in 2022 in 14 Magnit Cosmetic stores in large cities, including Moscow, St. Petersburg and Krasnodar. In 2023, the service was launched in more than 200 retail outlets.

The BeautyScan service was developed by the Scanderm biotechnology startup studio. Before the last stage of scaling, the Scanderm developers, along with IT the Magnit specialists, have significantly improved, algorithms which will help make personal recommendations more accurate. In addition, cosmetics the function of fitting decorative cosmetics in real time using - AR technology has been added to the selection of personal care products. Now the system analyzes more than 1.5 thousand products in the categories of care, makeup and takes into account their presence in a specific store "Magnet Cosmetics."

To use BeautyScan, you need to point your smartphone camera at the QR code in the store, follow the link, upload a photo of your face and answer a few questions - about the type, skin condition and tasks that the consumer wants to solve with cosmetics. Diagnostics are carried out using neural networks using computer vision. Artificial intelligence processes the picture, the results of the survey, selects the type of product, components in cosmetics that are suitable for a specific consumer, and issues recommendations. The system not only selects funds, but also draws up individual care programs in different price categories.

The service showed a positive impact on sales of the test assortment and traffic: the average check of BeautyScan users increased by 29.2%, the frequency of store visits - by 35% compared to the control group in the period before the pilot.

Magnit will continue to improve the functionality of BeautyScan and scale the service in Magnit Cosmetic stores. Soon, digital panels with cosmetics recommendations will appear in stores even without the need to go into the application.

BeautyScan is a service for skin diagnostics and individual selection of beauty products. Existing technologies on the market are usually limited to one brand of cosmetics. We help customers to navigate the variety of assortments and offer a choice of a large number of brands and products presented in Magnit Cosmetics. The accuracy of skin diagnostics through the use of neural networks and computer vision, an individual approach to the selection of cosmetics and perfumes bring an expert component to the shopping process and provide valuable shopping experience, increasing customer confidence and loyalty, "said Vladimir Presnyakov, Operating Director of Magnit Cosmetics.

{{quote 'Our solution helps the user understand the large number of products that Magnet Cosmetics offers and choose what will really work effectively. We have not seen such solutions for offline retail abroad and have repeatedly received awards for our development. Further, Magnit and Scanderm plan to install digital panels with cosmetics recommendations in stores, "said Evgeny Sobolev, co-founder of Scanderm. }}

2023: Scaling BeautyScan Technology

On June 22, 2023, Magnit announced that it was scaling the BeautyScan facial skin care technology and launching this service in more than 200 Magnit Cosmetic drogerie stores - at 120 locations in Moscow and 107 in St. Petersburg.

To analyze the skin, customers need to point camera smartphone at the QR code store, upload a photo of their face and answer a few questions. Artificial intelligence processes the snapshot and selects an individual care program for the ingredients in the makeup composition. The system selects funds from 550 positions, including its own trade Magnit brands (KuMiHo, Stellar Skin Studio, etc.), and draws up care programs in different price categories so that each buyer has the opportunity to purchase the necessary funds.

Magnit began testing BeautyScan technology in the summer of 2022 in 14 Magnit Cosmetic stores in Moscow, St. Petersburg, Krasnodar, Yekaterinburg, Saratov and Volgograd. The increase in sales of goods that customers added to the basket based on recommendations was 5% compared to the indicators before the introduction of this technology. The pilot project also showed a high interest of buyers in this service: conversion (the share of those who made a purchase from among those who used the service) reached almost 70%.

Magnit will analyze the results of the BeautyScan technology on expanded geography and then decide on the further scaling of the service to the entire Magnit Cosmetic network.

We take a personal approach to our customers, and new technologies help us with this. BeautyScan allows us to offer each customer the most relevant products, compile comprehensive morning and evening care programs, and helps customers navigate the variety of products and reduce the time to find the necessary cosmetics. The pilot project demonstrated high consumer interest in the new service, so we replicate it to another 200 stores, said Eduard Iryshkov, director of Magnit's retail technology department.