Who We Are

Hi, I'm Emilie Sydney-Smith, Founder of Vereme

I've never worked in the beauty industry. I'm just a frustrated consumer who built the solution I desperately wanted for myself – and now I want to share it with you.

For the last 12 years, I gave "makeovers" to billion-dollar companies around the world, helping them genuinely solve customer problems instead of using marketing to trick people. That work meant I spent a decade predicting how AI would change everything. Now it's finally happening – but it feels like all the talk is about automating work and stealing jobs. What about AI actually helping us live better lives?

Like you, I've stood in beauty stores staring at hundreds of anti-aging creams, getting random advice from sales assistants pushing their brands. I assumed expensive meant better. The ingredient lists? Meaningless chemistry jargon. So I'd make my best guess and use it for years. What a waste.

I have aging skin, fluctuating weight, and hair that stayed flat and dry no matter what hairdressers recommended. But when I used Vereme to find what actually works for me – not what marketing told me to buy – everything changed. My skin has noticeably reversed aging in my late 40s. My hair is finally healthy enough to grow past a bob for the first time.

That's when I knew we had something special.

Vereme (Latin for "truly me" – pronounced "Vair-EM" like my nickname Em) is your unbiased AI stylist. It cuts through millions of products and the ridiculous pressure to buy more junk that doesn't make us happy.

We recommend brands that actually work – not ones that pay us off. We consider YOUR life: your budget, your crazy schedule, your skin in your climate, your personal style. No judgment, no upselling, just honest help.

Right now, we help you find the most effective skincare and haircare from 250,000+ products worldwide. Next comes fashion, fitness, and everything else that affects how you look and feel.

I've lived and worked around the world. I have friends from almost every country, and I see how generic beauty advice fails them. We're all being sold the same "normal" that doesn't work for most of us.

After years helping companies adopt technology without giving their staff PTSD (yes, that's a thing), I know how to build something people actually want to use. Not another app that makes you feel inadequate. Not another subscription trying to sell you stuff. Just a smart ally that helps you buy less, love your purchases more and be your best self.

We launched to only 128 people and quickly hit 1,000 users. The response has been incredible – people asking "where have you been all my life?" But this is just the beginning.

I believe everyone deserves to feel confident without confusion. To stop wasting money on things that don't work. To have technology that actually improves our daily lives.

You're seeing something that was impossible just a year ago. Help us make it even better with feedback on what to add next.

Welcome to Vereme. Let's sort through the chaos together.