Matas Group taps Revieve to expand AI beauty across the Nordics

By AI, Created 2:55 PM UTC, May 25, 2026, /AGP/ – Matas Group has partnered with Revieve to roll out AI-powered beauty tools across Matas and KICKS in Denmark, Sweden, Norway and Finland. The deployment spans web, apps and in-store pilots, with early e-commerce gains that the companies say point to stronger conversion and bigger baskets.

Why it matters: - Matas Group is using AI to push a more personalized beauty experience across one of the Nordics’ largest omnichannel retail footprints. - The rollout is designed to strengthen customer loyalty, improve conversion and support Matas Group’s goal of becoming the region’s leading beauty and health player. - The partnership also tests how far AI can move from digital discovery into physical stores, starting with a KICKS pilot in Stockholm.

What happened: - Matas Group partnered with Revieve to deliver AI-powered beauty experiences across Matas in Denmark and KICKS in Sweden, Norway and Finland. - The collaboration is one of the most expansive omnichannel AI beauty deployments in the Nordics. - Revieve-powered experiences are live on the Matas and KICKS websites and within both brands’ apps. - KICKS also launched an in-store pilot in five Stockholm locations.

The details: - Matas operates more than 260 stores, a large e-commerce business, an app and one of Denmark’s most active loyalty clubs. - KICKS operates about 237 stores, a strong digital community and a newly launched app. - The two banners together have more than 6 million loyalty members across the Nordics. - The partnership includes three Revieve tools: AI Skincare Advisor, AI Makeup Advisor and Makeup Virtual Try-On. - AI Skincare Advisor uses a selfie and a short lifestyle questionnaire to create a skin assessment and product recommendations. - AI Makeup Advisor helps shoppers discover products that fit their preferences and features. - Makeup Virtual Try-On on product pages lets shoppers preview shades and finishes before buying. - Revieve was founded and is headquartered in Helsinki, Finland. - Matas Group is listed on Nasdaq OMX Copenhagen. - Revieve’s platform is also available on Google Cloud Marketplace.

Between the lines: - The deal shows Matas Group leaning on personalization as a growth lever across both banners, not just as a digital feature. - Stronger results in e-commerce suggest the company sees AI as a measurable commercial tool, not a branding exercise. - The Stockholm store pilot signals that beauty retailers are still testing how to translate online personalization into physical retail without overcommitting too early. - Claudia Holm, head of digital business development at KICKS & Matas, said the partnership supports a seamless and consistent experience across phone, laptop and store. - Sampo Parkkinen, CEO and co-founder of Revieve, said the two companies share a belief that AI is a key enabler for Nordic beauty retail.

What’s next: - Matas Group and Revieve will continue validating the in-store pilot at selected KICKS stores in Stockholm. - The Revieve platform is expected to remain a core engine for personalization, discovery and customer connection as both banners expand their omnichannel strategies. - The companies will look to build on the current digital performance gains as the partnership scales across the region.

The bottom line: - Matas Group is betting that AI-driven personalization can help it win more customers, more often, across every major beauty touchpoint in the Nordics.