Tui Beaty, A Kenyan Startup Pivoting AI-Powered Skincare Experience

Founded by Kenyan entrepreneur Maxine Kinyua, Tui Beauty is a beauty-tech startup that has pivoted the skincare experience from traditional retail to AI-powered personalization.

Faced with counterfeit skincare products and persistent skincare challenges in the African market, Kinyua harnessed her background in PR and entrepreneurship to launch Tui Beauty, an app that uses AI to analyze users’ skin, recommend authentic products, and deliver seamless e-commerce.

Tui Beauty’s value proposition lies in its fusion of cutting-edge AI and context-aware product recommendations designed for a diverse African skin landscape. Users access a skin-diagnostic tool, receive personalized routines, and tap into a curated e-commerce platform—all while gaining access to transparent information and genuine brands.

Through this model, the company is addressing trust issues, improving skin outcomes, and elevating the overall beauty-tech ecosystem on the continent.

What began as a traditional skincare venture pivoted into tech-driven innovation during Kinyua’s journey of founder-learning and resource constraints.

Today, Tui Beauty is featured in regional media as a standout in African beauty tech, and its founder has been spotlighted for steering the startup through the transformation from retail to an AI platform.

With growing adoption and a clear focus on authenticity, personalization, and technology, Tui Beauty is charting a path for Africa’s beauty-tech future, offering both market differentiation and meaningful impact.