Our story
Built on a
simple frustration
Beauty advice is everywhere. But how much of it is actually about you?
Sofia Sergeeva
Founder & CEO
I got into beauty the way most people do — slowly, then all at once. But the more I tried to find products that actually worked for me, the more frustrated I got. Every site made it feel like I had to start over: constant quizzes, no way to compare across brands, vague marketing and impossible shade matching.
So I decided to build the tool I wish I had.
I come from product, design, and tech — and I talk to real people about their skin all the time. Son:mi is built around what I kept hearing: that people don't need more options. They need someone to help them cut through the noise.
Our mission
To make personalised skincare guidance accessible to everyone — regardless of skin tone, background, or budget.
Research has shown that image-based skin analysis can perform less reliably across darker skin tones. Product and shade mismatches can also leave physical beauty products returned or unused. Industry estimates suggest that 20% to 40% of beauty products end up as waste. Son:mi is built with inclusivity at the centre. It provides honest, personalised guidance shaped around the individual, not ad spend.
What we stand for
Our values
Personalisation
People aren't one-size-fits-all. Son:mi makes recommendations that actually make sense for each person — not just based on skin tone, but also their situation, what they like, and what they need right now.
Inclusivity
Good recommendations shouldn't depend on your complexion. Son:mi is built for every skin tone from the ground up.
Trust
Every recommendation is made with only you in mind. Not a brand or a trend — just what's right for your skin.
Human behind the AI
Built by a skincare enthusiast, for anyone who's ever felt overwhelmed by the options.
Where we're going
The vision
The future of beauty isn't more products — it's the right ones.
We see a world where instead of scrolling through thousands of options shaped by algorithms and ad spend, every person gets recommendations built around their actual skin, their real preferences, and their own context — so that buying the right thing feels effortless.
Ready?