Nudest, founded by WashU alum Atima Lui (BSBA’ 12), is merging with AlgoFace.

Lui founded Nudest to challenge conventional beauty standards by capturing the full range of skin tones in cosmetics and lingerie. The brand is known for its selfie-powered Nudemeter, a skin-tone matching computer vision technology for the fashion and color cosmetics industries.

AlgoFace is a computer vision and AI company that specializes in augmented reality solutions. AlgoFace is a division of Algo, Inc., an 11-year-old AI supply chain optimization company with Fortune 500 customers across the retail, media and entertainment industries.

The Nudemeter will be integrated with AlgoFace’s virtual makeup try-on technology which allows customers to sample products in real-time. Nudest is rebranding under the AlgoFace name, and Lui is joining AlgoFace as the company’s Chief Marketing Officer. Lui and the rest of the Nudest team will remain in New York.

Lui cut her entrepreneurial teeth at Washington University when she founded and operated a beauty salon through the Student Entrepreneurial Program (StEP). There, she applied lessons from her Olin coursework to develop a business plan and effectively manage salon personnel. Lui’s entrepreneurial experiences at WashU will continue to guide her as AlgoFace aims to become “the most accurate and trusted face AI in the world.”

Learn more at NUDEST.