On a mission to decode beauty
Starting with skincare, Noli helps you find and understand the best products, just for you.
Meet Noli, created to take the guesswork out of beauty
Our story started with one big question — in a world overflowing with beauty products, why does finding the right ones feel so daunting?
We listened to your stories of searching, comparing and guessing while trying to navigate the beautysphere. We witnessed the beauty industry’s paradox — endless options and opinions that bring both excitement and overwhelm. And we’ve seen your frustrations of being misled and influenced into making choices that add to the pile of wasted, barely used products in your bathroom.
That’s why Noli was born in 2024 with an ambitious purpose — to cut through the noise and make sense of the ‘beauty jungle’. We deliver a one-of-a-kind experience that helps you find what works best for you and makes the world of beauty revolve around you.
Our focus on individuality is at the heart of everything we do, even inspiring our name, Noli, which stands for No One Like I.
We’re just starting our journey, learning and evolving every day. We’re not just building a beauty shopping platform; we’re creating a community where your voice is heard, your preferences are respected and your beauty experience is centred around you.
As we launch this beta version of Noli, we would love to hear your feedback and ideas. Share feedback here.
Dive in, explore and join us at Noli — where your beauty discovery journey is truly personalised, because there is no one quite like you.
Amos & Maelle,
Co-Founders @ Noli
With a shared a passion for beauty, tech and entrepreneurship, and a wealth of experience in the fields of beauty and e-commerce. Amos and Maelle met around a shared vision to solve beauty’s biggest pain point – helping each and every person decode their skin and find products that will really work for them - with the ambition to develop the most personal, pioneering and trusted beauty platform.
Take our quiz to uncover your BeautyDNA
Find your BeautyDNA profile out of 100 million possible combinations to determine your unique product compatibility pattern. This experience helps you decode your unique needs and learn more about your skin.Â
Our proprietary recommendation algorithm
Designed with world-class skincare researchers and made available to everyone thanks to AI, our algorithm uses 84 different criteria to decode every product — assessing their efficacy and sensoriality to determine how they match your BeautyDNA.Â
Discover your match score as you shop
Learn your match score for every single product we offer and discover the why behind a good (or not so good) match for you based on your skin profile, focus areas and unique preferences.Â
Committed to true, made-for-you recommendations
We only recommend products we believe you’ll love and that are best for your specific skin concerns and preferences — no behind-the-scenes biases or product pushing.
A London-based startup incubated by L’Oreal Group
The Noli team is made of bright and bold minds in beauty, tech and design who are committed to decode beauty. As a startup backed by L'Oréal Group, the world's leading beauty company, we have a unique edge. This partnership allows us to tap into an unparalleled scientific knowledge base in beauty and the most advanced Beauty Tech in the industry.
Built with the NoliCollective
From day one, the NoliCollective, a vibrant community of over 100 beauty enthusiasts who shape our product every day, has been instrumental in shaping our mission: to decode beauty, help you search less, and score skincare success.Â
Stay in-the-know
Join our community for updates on new product offerings, exclusive offers, useful beauty content, and more.
Follow us on InstagramNoli makes skincare simple with targeted and personalised routines that work for every skin type and goal.
Learn moreWelcome to Noli
About UsWe’re in Beta and need your feedback to keep improving
