We are Hue.

We’re on a mission to turn real customers into brands’ most powerful marketing channel.

Beauty is personal, and finding products that honor your uniqueness can feel like finding a needle in a haystack. This experience is what bonded us as founders, who have each experienced the challenge of finding beauty products IRL and online. We are delighted to build technology, so that anyone, anywhere can find the perfect products and feel that they are represented.‍

We know your dream foundation, facial moisturizer, running shoe, couch, stroller is out there - let’s find them, together.

Janvi

Cofounder & CEO

Sylvan

Cofounder & COO

Nicole

Cofounder & CMO

Shoppable Video

Shade Matching

Foundation Finder Quiz

UGC Community

4 million+

beauty customers have taken Hue AI Quiz

10K+

UGC assets generated

50+

beauty brands and retailers trust Hue

2,000

creators in Hue CommunityTM

Hue video marketing tools help us market to our customers in a more relevant way compared to competitive tools that we’ve tried, and the platform is priced well for the value it creates. Hue’s tech & beauty-veteran team are exceptional.

Stephanie Friedlander

Senior Manager of eCommerce

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How it started

Our journey began at Harvard Business School during our MBA program in 2020, where we came together around our own shared struggles with shopping online and how difficult it was to figure out what products would work best for our own skin tone, skin type, body type, et cetera.

After interviewing hundreds of customers, we identified a significant trend: customers were increasingly turning to platforms like TikTok and Instagram to seek out video reviews of real people trying products to see how the products would work on people like them. In fact, 88% of shoppers seek out videos of real people wearing products before purchasing. Yet brands hadn't fully embraced this shift in their own channels.

"Hue is more than an AI-powered platform for e-commerce; it's a movement towards personalized, trustworthy shopping experiences.”

— Janvi Shah, Hue co-founder & CEO

This gap inspired us to create Hue, an AI-powered shoppable video platform where shopping is uniquely tailored to you. Where customers can connect with a community of people like themselves and easily vet whether products will work for their unique selves from the comfort of their home.