Success Story



 Founder and CEO of ModiFace, Dr. Parham Aarabi, with OCE Regional Director of Business Development, John MacRitchie at ModiFace’s Toronto office.

Toronto-based ModiFace is revolutionizing the global beauty and fashion industries with a series of ‘virtual makeover’ mobile applications based on a decade of academic research.

The University of Toronto start-up has created a patented technology that combines image processing algorithms with advanced facial and body recognition to replace the need to physically try on beauty and fashion products.

Users upload a self-photo to an iPhone, iPad or Android device, which is then scanned to detect facial features. The program then applies products realistically to the photo, simulating a ‘real-time’ experience but faster and inexpensively.

Other augmented reality (AR) apps developed by ModiFace allow users to visualize the effects of various beauty effects and virtually try on dresses.

OCE provided market readiness support to ModiFace early on, helping the company understand the market and commercial potential of the technology. Since then, the start-up has grown to over 30 employees with offices in Toronto and New York.

Clients include Conde Nast, Garnier, Vichy, Stila Cosmetics, Purminerals, Harpers Bazaar and Proactiv.

ModiFace’s founder and CEO, Dr. Parham Aarabi, was a recipient of the 2007 Premier's Catalyst Award for Innovation.

“ OCE's support helped ModiFace to perform a detailed market exploration including meeting and securing key clients and partners, which in turn, helped us to establish our brand as the global leader in beauty and fashion applications.”

—Dr. Parham Aarabi, founder and CEO of ModiFace

Return on Innovation

  • Created 30+ jobs
  • Projects 100 additional jobs in the next three years

OCE©2012 Last updated 04/2012