By combining machine learning with human expertise, HelloAva’s platform provides personalized beauty tips and product recommendations based on each user’s personal characteristics, such as skin type, sensitivities, allergies, age and other factors. Users can choose to purchase any products from those recommendations and then HelloAva packs them into a box and delivers it straight to their doorsteps.

Users can sign up for a subscription to receive regular product updates, tips and custom-curated regimens. They can also track their skincare goals via HelloAva’s app, and receive online consultations with a trained beauty specialist.

Founded in 2016 by Siqi Mou, who holds joint master’s degrees from the Stanford Graduate School of Business and the Harvard Kennedy School, HelloAva guarantees transparency and objectivity in its selection of products, and does extensive research on ingredients and people’s actual experiences to build its ever expanding knowledge and worldwide customer base.