Meet the London female-founded tech startup is using gaming tech to disrupt the beauty space


Beauty tech is still in its infancy, but beauty app Wow How are incorporating gaming technology into a ‘personalised to you’ beauty app designed to improve consumer lifestyle experiences.

Delivering a ‘Virtual MUA’ experience individual to your facial features the app also determines colour and application from amongst millions of combinations/tones tailored to your face.

This private and bespoke beauty tool works in real-time, an ‘App-lication experience’ all from your smartphone – Enter Wow How the beauty app changing the game!

Led by CEO Gaynor Matthews, Wow How uses virtual & augmented reality to be your own virtual makeup artist providing you with bespoke to you beauty ‘how to’s’ whilst educating women on how to refine their skills or experiment with their looks.

With over 25 years experience working with startups and having sold a telecoms business Matthews reached a personal milestone ​‘I’d not changed my makeup style in over 30 years!! ​It became apparent that that there was a gap in the market for a tool that would help me refresh my look and technique, without having to undertake timely and often intimidating appointments in store. The key problem I personally felt was that I didn’t know what colours were best for my skin tone and then how to apply the makeup correctly to make the most of my features; from that the idea for Wow How was born.”

● Wow How provides the tools to boost self-image, both in the short and long term.

● Created by makeup experts for you, this must have on-the-go and home essential is a new and innovative

way to learn makeup application.

● Empowering beauty enthusiasts (whether novice or expert) to move away from your tried and tested

looks, the app allows you to try new colours and techniques in the comfort and privacy of your own home.