Maria-Liisa Bruckert is the Founder & CEO of IQONIC.AI, a Berlin-based B2B SaaS startup building AI-powered skin, hair, and lip analysis tools for beauty brands, retailers, salons, and pharmacies. What she is building through IQONIC.AI sits at the center of a real shift in how beauty brands connect products to individual customers, replacing generic quizzes and guesswork with data-driven recommendations. The AI skin analysis market is projected to grow from $1.82 billion in 2025 to $5.33 billion by 2032, and the product Bruckert has built is already generating measurable results for the brands using it.
The Core Product:
IQONIC.AI offers a white-label AI platform that beauty brands can plug directly into their existing store or in-store setup. The platform runs skin analysis, hair analysis, and lip analysis from a smartphone or iPad camera. It captures high-resolution images from multiple angles and runs them through algorithms trained on over 100,000 images, achieving a 95% reliability rate.
The platform measures parameters including skin type, skin tone, skin age, wrinkles, and skin irritation for skincare use cases, and hair structure, hair health, and hair age for haircare. After the analysis, the customer receives fully personalized product and routine recommendations tailored to their specific results. The platform connects cleanly with Shopify, WordPress, Wix, Squarespace, and other common eCommerce systems. All algorithms are GDPR-compliant and have been developed with dermatologists.
Real Results Across Channels:
The numbers behind IQONIC.AI’s product come from actual client deployments, not projections. One of the clearest examples is FIT & ALIVE Cosmetics, a D2C skincare brand expanding from Turkey into the European market. After integrating IQONIC.AI’s skin analysis into their online store over nine months, their conversion rate from the AI scan was 3.47 times higher than the average conversion rate from any other traffic source. Their average order value increased by 30% among scan users, and over 87% of cold leads were converted into their CRM system.
A luxury beauty brand using the platform saw a 44% increase in conversion. A hair salon, Wieghorst Hair and Beauty, saw product sales increase by up to 16% after deploying the AI hair analysis as an in-salon consultation tool. For a local pharmacy, Glückauf Apotheke, the tool operates largely as a self-service station, easing staff workload while still delivering a personalized skin consultation experience to customers.
How the B2B Model Works:
IQONIC.AI does not sell directly to end consumers. It sells to the brands and businesses that serve those consumers, which is what makes it a practical tool for operators in the beauty and health space. A brand subscribes to the platform, customizes it to their visual identity and product catalog, and deploys it wherever their customers are, online or in-store.
The platform also feeds data back into the brand’s CRM system. Each analysis generates a rich user profile that includes skin or hair condition, preferences, and product interactions. This means brands are not just getting a recommendation tool. They are getting a first-party data engine that lets them retarget users, personalize follow-up campaigns, and track customer skin or hair health over time. IQONIC.AI reports that this approach can reduce cart abandonment by up to 35% and increase marketing efficiency by up to 15%.
Inclusive AI as a Technical Standard:
IQONIC.AI’s algorithms are trained on diverse datasets and built to work across any skin color, hair structure, age, and gender with over 85% accuracy. This is a functional requirement, not a marketing note. For a beauty AI tool to work globally, the underlying model has to perform reliably across a wide range of inputs. Bruckert has been direct about inclusive AI being a technical and ethical baseline for what IQONIC.AI ships.
The team itself reflects this approach, with over 50% female representation and five nationalities. The startup has participated in multiple international accelerator programs including the German Accelerator US Market Access program, ScaleUp4Europe Health Lab, and Shinhan Square Bridge’s Bridge2Korea program, which reflects an expansion strategy aimed at scaling the platform across markets beyond Germany.
For beauty brands and retailers thinking about how to build a personalized customer experience with real conversion data behind it, IQONIC.AI is a practical example of what that infrastructure looks like in production. You can explore more profiles on women founders building in AI and health tech in our Women in Tech section.
