Rakuten Launches AI Beauty Advisor for Cosmetics

Tokyo, Japan – Rakuten Group Inc. announced on Thursday the launch of an artificial intelligence service that analyzes facial characteristics and recommends cosmetic products to users of its online marketplace.

The feature, designated "Beauty Advisor," analyzes personal color profiles, skin conditions, and facial contours to suggest products from approximately 170 cosmetics brand stores on the Rakuten Market platform, the company stated in a press release.

The system processes AI diagnostic data alongside user profile information and incorporates data from LIPS, a large cosmetics and beauty platform in Japan, as described by the company.

The service includes seasonal and trend information in its recommendations, according to Rakuten.

The service became available on September 18, 2025.

The company said it requires users to register with RAXY, its beauty media website, to access the AI diagnostic functions.

The platform offers personalized color analysis, skin type evaluation, and facial style assessment. Use of the service is free of charge, Rakuten said.

The system processes makeup products, including lipstick and eyeshadow as well as skincare items. 

The company stated the service is intended to address time constraints and product selection uncertainty among consumers.

Rakuten stated it plans to continue developing AI-powered services for its marketplace platform.

The service is available at https://event.rakuten.co.jp/beauty/beautyadvisor/, the company said.