Beauty company Estée Lauder has launched an in-store app that uses AI to match customers with the right shade of foundation. The feature not only taps into demands for personalisation, but it also adds an experiential twist in a bid to get more shoppers through the doors.

Amid the rise of self-care and increasing interest in personalized medicine, The Vitamin Shoppe has announced the launch of a vitamin subscription service. By offering tailored supplement packs, the company is helping people feel in control of their health and wellbeing.

Online sales account for just 17% of spending on denim in the US – no surprise given that finding the perfect fitting jeans can require multiple store visits. Levi’s aims to change that with its Virtual Stylist, a chatbot that learns a user’s ideal style and fit before making recommendations.

Traditional pet food manufacturing processes are no longer acceptable to a new breed of pet parents who are projecting human values around health and wellbeing on to their animals. The Honest Kitchen is catering to this expectation with food that’s good enough for people to eat.