It began with a foundation—and a challenge to my own expertise.
I’ve spent years advising global brands, decoding consumer behavior, and shaping beauty marketing across continents. I trust my eye. My intuition. My experience.
So imagine my reaction when a machine—not a makeup artist, not a product developer, but an algorithm—chose a foundation shade that fit me better than the one I’d been using for years.
The product? Il Makiage.
The moment? Equal parts disbelief and discovery.
The lesson? AI had just rewritten the rules of beauty—and I was the case study.
Beyond the Surface: When AI Meets Identity
That moment wasn’t just about a product match. It was about personalisation at a new level—the kind that makes you pause and rethink everything you thought you knew about your own face.
This is the core of what excites me in today’s beauty tech landscape: technology that sees us, not just sells to us. And when used wisely, AI isn’t cold or impersonal—it’s precise. It’s strategic. It’s transformative.
Beauty Isn’t Losing Its Soul. It’s Gaining a Mirror.
Let’s be clear: AI doesn’t replace the human senses.
It doesn’t feel texture. It doesn’t smell fragrance.
But what it does exceptionally well is pattern recognition—something I’ve spent my career translating into branding strategies.
As I often say in keynotes and interviews:
“AI doesn’t replicate human touch. It reveals the hidden logic behind it.”
From skin tones to ingredient sensitivity, AI helps us decode data that’s been overlooked—offering a new form of clarity. One rooted in science, not guesswork.
Trust, Tech, and the Future of Beauty
I’ve worked in beauty marketing long enough to know that trends come and go—but trust stays.
That’s where AI finds its role: not as a gimmick, but as a partner in trust-building. It empowers both brands and clients to make smarter decisions. More than convenience, it’s about creating a personal, intimate experience—at scale.
We’re entering an era where luxury is no longer defined by exclusivity. It’s defined by relevance.
What’s Next: My Mission Moving Forward
As the founder of The Dark Ink and By.Aleksandar, I’ve always believed that branding must serve a higher purpose. And in 2025 and beyond, that purpose is becoming clear:
- Personalisation is power.
- Data is dignity.
- Technology is a storyteller—if we use it with intention.
This blog is not just a reflection of one perfect foundation match. It’s a symbol of something deeper: how AI, when guided by empathy and insight, can enhance the very core of how we understand beauty, identity, and human connection.