OnLine Pharmacy

Makeup Online Ruth Gal’s busy life as a businesswoman and mother resulted in her co-founding a new and groundbreaking business: EZface Inc., which offers an online virtual makeup tester. The inspiration came when ordering makeup online late one night and trying to determine which colors were good for her. “I could only make the right decision by seeing the color on my face,” she recalls. So Gal decided to create a company that would provide that service. With EZface, users upload a picture of themselves to the website, where they can try out makeup or hair color, virtually. Gal, a CPA, partnered with Rami Orpaz, the CEO of a company she had once audited. The two talked to expert technicians from the Israel Defense Forces’ photo-processing field to develop their product idea. They patented an algorithm permitting a realistic mix of color matches between makeup and skin tone. Then they established a parent company in Manhattan, while their branch in Bnei Brak outside Tel Aviv serves as the corporation’s headquarters. Several major cosmetics firms, including L’Oreal Paris, Maybelline USA and Garnier (US and France), are all using the EZface technology. Users wishing to try the virtual makeup matching can visit websites of partnering cosmetics firms or the EZface site itself. Use is free and might even be easier than visiting a store. “Instead of having to try on makeup, apply and re-apply, you can walk into a virtual department store or pharmacy and use a virtual kiosk to decide what to buy,” says Gal. EZface, already popular in the US and Canada, is hoping to gain ground in China, England, France, Germany and Spain.