Meet Swan Beauty, the AI-Powered Personal Vanity Mirror

The pandemic-era interactive workout mirror is getting a beauty equivalent.

Called Swan Beauty, the new AI and AR mirror that features skin analysis, product recommendations, routine tracking, creator content and a product sales marketplace debuts Jan. 14 for $795, and will eventually roll out to select Cos Bar doors.

In addition to the vanity mirror, there’s an iOS app to keep track of skin analyses and manage product replenishment. The accompanying membership starts with 30 complimentary days, and then costs $9.95 a month or $94 a year.

Colby Mitchell, the brand’s cofounder and chief executive officer, started her career in medical sales and said the concept came to her after working out during the pandemic with interactive mirrors.

“I started looking and couldn’t find anything in beauty,” Mitchell said. “So I thought, what if we got brand partnerships, sold directly off the mirror. Three-and-a-half years ago, we started building Swan.”

Mitchell described the company as “a new technology-beauty platform.” The hardware comes in two colors and features a 15.6-inch Samsung OLED touchscreen, adjustable LED light surround, 4K camera, integrated speakers and microphone. Users, greeted by a daily affirmation, can conduct regular skin analyses, build routines, purchase products and follow along with creator-led tutorials from professional makeup artists, all on the screen.

“From there, you have your mobile setup and you get asked multiple questions to help cater to your algorithm so that you are fed the beauty advice you want,” she said. That’s also informed by the seven key signs of aging the skin analysis feature identifies. That algorithm was developed in lockstep with dermatologists, and scores pigmentation, wrinkles, texture, redness, UV , acne and oilness.

“You can then watch a tutorial and follow along for skin care, makeup or hair,” Mitchell said. “We’ve been working with influencers and creators and those will save right to your phone as well, so they can be repurposed for TikTok or Instagram. We’re making this work seamlessly with other platforms.”

Given the multifaceted nature of the product, Mitchell is looking to scale the business in a few different ways, from trying to onboard brands and creators to selling directly to clients and rounding out its retail strategy.

“We also do have some features in development, and we’re going to add education,” she said. “I want to get to market and get the feedback on which features to add, and we’re partnering daily with more celebrity makeup artists and aestheticians.”

Although the product has a steep price point, Mitchell expects it to resonate broadly. “We have 14-year-old girls that are excited to see influencers and learn tutorials. We have all sorts of creators at all ages, and we have my own mother and stepmother who don’t want to be left out of this mix. We’re speaking to all demographics,” she said. “We’re also accessible through the app, which is amazing. Anybody can download the app. We’re trying to be at a reasonable price point for a beauty computer.”