Makeup, the largest online cosmetics retailer in Ukraine, has launched the AI assistant Sofi. The digital consultant is available only to registered users.
Makeup, the largest online cosmetics retailer in Ukraine, has launched the AI assistant Sofi. The digital consultant is available only to registered users.
The AI assistant Sofi has been operating in beta since October 2025 on Makeup websites in all 36 countries where the company is present, Olga Kuznetsova, PR director of the retailer, told Forbes Ukraine.
The AI assistant is available on the Makeup website in a chat format or via the "Advice" button. It analyzes information on the company's websites and in open sources. The system also takes into account the user's behavior on the website, subject to the granted permissions, and generalized data on the choices of other buyers.
Sofi can analyze the composition of cosmetics, for example, recognizing an ingredient by its first letters. It can also explain the differences between brand formulas and recommend a product.
Sofi was developed by the internal Makeup team. The development cost exceeds 700,000 UAH.
The company plans to integrate Sofi into a system of personalized profiles and recommendations, as well as combine it with other retailer services.
