Exclusive: IEVA Readies to Disrupt the Personalized Beauty Model

PARIS — Jean-Michel Karam has never done anything in half measure. So it’s no surprise that his latest project — called IEVA — is gearing up to disrupt the personalized beauty model while remaining in sync with his quest to enhance human life. Karam, a microelectronics expert, already sent shock waves through the industry after introducing in late 2010 IOMA, a skin-care brand using its own high-tech analysis devices in-store to help the creation of customized products and recommended regimens. Prior to that, he built MEMSCAP, a company based on developing MEMS technology — microscopic devices that detect changes to trigger desired responses — for the avionics, optical communications and medical fields. When MEMSCAP went public in 2001, the stock market was descending into a period of sustained decline, forcing him to diversify. So IOMA was born and subsequently sold to Unilever, while Kasam remains the brand’s chief executive officer. “I think IEVA is the ultimate thing I will do in my career,” he told WWD, of the project. “It’s the accumulation of all I have done so far. I think it can become an Alibaba.” IEVA Technologies for Life, which aims to broaden access to personalized beauty, was begun in June 2016 and

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