Not everyone watching online makeup tutorials have narrowed down their choice of streamers. Many are also not too willing to spend up to half an hour on such videos.

South Korean mobile app Zamface has been launched to help viewers choose a streamer who offers beauty tips that best fit their skin tone and facial contours.

“People start learning how to apply makeup at a young age and Zamface is out to help tailor the choices for these newbies,” said Yun Jung-ha, founder of Seoul-based startup Zakdang that runs Zamface. 

Zakdang was founded in September 2018 by Yun, who was formerly a director at Kakao Hairshop.

Zamface recommends streamers through a “face-matching” function, powered by the app’s face recognition and artificial intelligence. The app also cuts up the video into pieces by each step -- from foundation to shedding, blusher, highlight, eyeliner, eyebrows and lips -- so that viewers can learn about specific sections the makeup. Another function involves automatically showing the list of products the streamer uses. From the list, a viewer can pick up favorites and add them to a wish list.

By Son Ji-hyoung (consnow@heraldcorp.com)