Once upon a time, beauty and technology lived in separate worlds – one about lipsticks and lotions, the other about laptops and lines of code. But in 2025, the worlds are colliding, and it’s looking a whole lot more glamorous. At the centre of it all is an Australian startup called Heatseeker, which just caught the eye of global beauty powerhouse L’Oreal.
Selected as one of just six companies across the SAPMENA (South Asia Pacific, Middle East and North Africa) region for the L’Oreal Big Bang Beauty Tech Innovation Program, Heatseeker is stepping onto the global beauty stage in the most glamourous of ways.
Co-founded by Kate O’Keeffe, Fiona Triaca (main feature image) and Rutger Coolen, Heatseeker uses AI-driven consumer insights to help brands understand not only what people buy, but why. By analysing social media behaviour, cultural trends and emotional triggers, the platform gives brands a real-time snapshot of what beauty lovers actually care about – whether that’s sustainable packaging, multi-purpose products, or that viral mascara everyone’s duetting on TikTok.
This approach transforms how beauty companies test and launch products. For decades, most research relied on focus groups, questionnaires, and guesswork. Now, Heatseeker provides real behavioural evidence, showing what customers do, not just what they say.
And L’Oreal, long known for its forward-thinking approach to innovation, clearly took notice. Through the Big Bang Beauty Tech Innovation Program, the brand scouts and supports visionary startups that are reshaping how consumers discover, shop, and experience beauty. Think AI-driven personalisation, virtual try-ons, and sustainability solutions that make the future of beauty smarter, more inclusive, and more attuned to real consumer needs.
For Heatseeker and its all-female-led team, being part of the program is more than a milestone – it’s a confirmation of their vision. “We’ve always believed that technology can make beauty more inclusive and authentic,” says the team. “To be recognised by L’Oreal for that vision is incredibly empowering.”
The collaboration will see Heatseeker working closely with L’Oreal’s experts to refine its platform, scale its technology, and potentially integrate insights across some of the world’s biggest beauty brands. For consumers, it could mean more personalised products, smarter recommendations, and campaigns that genuinely understand us – not just sell to us.
It’s a glimpse into a future where beauty isn’t dictated by trends, but guided by evidence and connection. Where every swipe, click and scroll helps brands create something meaningful, personal, and yes, more worth it.
Because if there’s one thing this partnership proves, it’s that innovation is beautiful – and we’re all worth it !
