Shiseido Co. Limited has acquired MatchCo, a digital start-up that creates customized foundations using mobile scans provided by consumers through its beauty app. Shiseido plans to leverage MatchCo’s platform technology and digital insight tools across its portfolio to capitalize on the growing trend of cosmetics customization. The two companies will work together to advance MatchCo’s consumer skin measurement and analysis technologies; plans also include expanding direct marketing efforts.

“MatchCo is a truly unique company with a transformational technology platform, go-to-market strategy and approach to engaging with consumers,” said Marc Rey, CEO, Shiseido Americas. “We are very excited to leverage their technology and tools across Shiseido’s brand portfolio and continue to build on their innovation.”

MatchCo’s headquarters will remain in California and the company will become part of Shiseido’s Global Makeup Center of Excellence, where it will work closely with Shiseido’s makeup brands to strengthen its color capabilities and products, test new product ideas and leverage market and consumer insights. Terms of the deal were not disclosed.