FACES / Layla AI
Layla AI — personal beauty advice, built into FACES.
It helps customers discover products, build routines, get product-specific guidance, and check out from one conversation.
Available through the FACES mobile app.
The product loop
- 01
Context
Layla starts with a customer’s preferences, skin needs, and the products already in their routine.
- 02
Guidance
The conversation becomes a tailored recommendation, available in chat, search, and product pages.
- 03
Action
Shoppable cards, offers, samples, and checkout keep useful advice connected to the next step.
Where it lives
Layla meets customers at the point of hesitation.
Search
Search can become a conversation.
The search experience provides a direct way to ask Layla for help when browsing alone is not enough.
Product detail pages
A product question does not need a separate search.
A product page can hand the shopper directly to Layla when they need advice on that item before adding it to the bag.
Dedicated chat
One place for deeper advice and follow-up.
Layla carries comparison, routine building, order support, and the next beauty question in a persistent conversation.
Beauty Passport
Context that gets more useful with every conversation.
Beauty Passport
Skin, scent, and routine context in one place.
Customers build a profile from the beauty information they choose to share, giving each next recommendation a more useful starting point.
- 01
- Scent quiz
- 02
- Skin assessment
- 03
- Beauty Shelf
Beauty Shelf gives Layla the routine context it needs: customers can add products they already own, including by identifying a product from an image.
Scent Profile
A quiz creates a fragrance profile.
A short quiz gives the assistant a shared vocabulary for notes, families, and the styles a customer is likely to enjoy.
Skin Score
A selfie-led check creates a trackable skin score.
A selfie-led assessment and follow-up inputs create a score that can be tracked over time, with a clearer basis for product guidance.
Beauty Shelf
What a customer already owns is part of the guidance.
Customers can add products they use—or identify an item from a photo—so Layla can account for the routine that is already in place.
From advice to bag
Personalised guidance with a clear next move.
Personalised discovery
A feed shaped by the customer, not a campaign calendar.
Dynamic product cards respond to the customer’s conversation and Beauty Passport, helping the next recommendation feel more timely.
- 01
Conversational commerce
Explain the recommendation, then make it shoppable.
Product cards arrive in the conversation with a reason to consider them, helpful offers, and free samples shown alongside the choice.
- 02
Fast checkout
Keep the moment of intent intact.
A customer can move from a recommendation to standard checkout in the chat; on iOS, Apple Pay makes that step even faster.
iOS checkout Apple Pay can keep eligible purchases inside the conversation.
Beyond the bag
Helpful after the purchase, not just before it.
After checkout, Layla can surface order status and give a customer a direct route to delivery help without making them start over.
- Order support
- Delivery status
- Routine follow-up
Reported launch impact
What the launch reported.
Chalhoub Group reports stronger engagement and conversion for Layla sessions than non-AI sessions after launch.
- 2.5×
- higher conversion than non-AI sessions
- +7.4 min
- longer browsing sessions on average
- +27%
- more products explored
My role
Building the intelligence behind Layla.
I built Layla's core: the backend, the AI features around it, and the systems that turn a shopper's context into useful product guidance. I Staying on the frontier of available AI technology — evaluating what was new and deciding what genuinely belonged in the product — was a big part of the work. The FACES app itself — screens and shop surfaces — was built by the app team; my work powered what happened inside it.
- Backend & AI core
- Assistant features
- Frontier AI evaluation & implementation
Try the product