EVERY WOMAN knows the pains and frustration that come with maintaining beauty under unfavourable weather conditions.
Whether your sleek hair gets puffy amid a humid environment or your skin gets extra dry in winter, we could all benefit from receiving tips on what styles and products could help us keep our look together before we step outside.
Thanks to author and technology businesswoman Sian Morson, this is now a reality.
The Cast Beauty app, which won the L’Oreal Next Gen Award for Promising Startup, actually clues you in on what skin and hair products will survive the current weather conditions and match your beauty personality.
It’s pretty simple really: You create a profile on the app that describes your skin and hair type and the app then creates a personalised list of various products that will work well for you as well as the right products to use for the day’s weather.
“The product definitely came about because of a personal problem I was trying to solve. After speaking with about 100 women, I realised that it wasn’t just me,” Morson told
“I think that while many people have experienced the problem, perhaps they were waiting for a large beauty company to take the issue on.”
Morson is no stranger to the tech world. She is in fact somewhat of a serial tech entrepreneur. In 2010 she founded mobile development agency Kollective Mobile in California’s Bay Area. The company offers strategy consulting and creates apps to help agencies and start-ups design and build their mobile businesses.