Press

“I’ve always been interested in what makes a face attractive, so I built neural models in 2021 to better understand the relationship between anthropometry and beauty,” says Hassan, who now serves as the company’s chief technology officer.

Dee Dee Koonnawarote, Head of Strategy and Partnerships at Qoves, describes the process as a personalized consultancy: ‘With us, it’s a firm with real people, not an app. That’s why our report takes 28 days rather than 28 seconds.’ Behind the consultancy model, Shafee Hassan, Qoves' CTO, told BeautyMatter that the company built its own specialized computer vision models using a novel approach, adding that its recent study found AI tools systematically overrate faces.

Artificial intelligence models are remarkably good at reproducing the rank order of how humans rate facial attractiveness, but they tend to score faces much higher on an absolute scale than human judges do… The research was led by Santiago Grandas, head of psychological research at QOVES, a personal beauty consultancy with a lab that researches perceptions of physical attractiveness.

My report gave recommendations for things like whitening eye drops and vitamin C serum, as well as more intense suggestions like polynucleotide injections under my eyes and skin tightening treatments… I found myself riveted.

… the global artificial intelligence skin analysis market is valued at between US$ 1.5 and 2.1 billion in 2025-2026, with projections of reaching US$ 6 and 7 billion by 2033-2034. If the lens is extended to the total of AI applied to beauty and cosmetics, the figure rises to US$ 5.3 billion in 2026, with a projection of reaching US$ 10.86 billion by 2030. Within that ecosystem, Qoves is the clearest example.