Founder and CEO / House of Mikko
Goal: Streamline a site that recommends beauty products to women.
"There are so many factors to consider when picking beauty products: age, ethnicity, color shade, hair type, whether you have dry or oily skin. It can be a very difficult, very personal process, especially for ethnic women. So the House of Mikko recommendation service is built around connecting people. Once a user fills out a comprehensive beauty profile—focused mostly on hair care, for now—we give her recommendations based on the best products used by like-featured women, so she can see which ones they buy and how well they've worked. We're powered by real women, and there's a real efficiency component in that."
More Fast Talk: Predicting Desire
A version of this article appeared in the February 2012 issue of Fast Company magazine.