180 | UK Enterprise Awards 2022 Technology may have made life easier, but beauty products remain untouched. Now, it is start-up company CAPTIVATIUN’s mission to revolutionise this by bringing technology into the mix. We find out more about the company and its future endeavours from CEO Raj Sharma as it is recognised in the UK Enterprise Awards 2022. Beauty and fashion technology startup, CAPTIVATIUN, has developed patent-pending technology designed to illuminate self-expression. Now poised to be disruptive with its product offerings, including the world’s first ‘smart’ nails that will revolutionise the world of manicures, and a one-of-a-kind digital medallion that will allow sports fans to, quite literally, light up stadiums around the world! “The mission of CAPTIVATIUN is to inspire dynamic self-expression through creative technology.” explains company Founder and Chief Executive Officer, Raj Sharma. “The company values collaborative imaginations, integrity, diversity and inclusion, and eco-friendliness.” CAPTIVATIUN aims to push the boundaries of innovation in both beauty and fashion—where the first products to market will truly be firsts in their categories. The products offered are as technically advanced as they are creative, with artificial intelligence helping to create engaging user experiences. The product offerings span both the beauty and sports industries. Within the beauty industry, the ‘smart’ nails will be the first of their kind and aim to give women both more control of and freedom Innovation Award in Beauty Technology 2022 Jun22547 with their nail art—all while saving time, money and the environment. The offering geared towards sports fans aims to give sports fans a new way to express their passion for their favourite sports, teams, and players. These digital medallions (or ‘DigiDallions’) will give fans something more uniquely expressive than a baseball cap or jersey. “In both cases, the technology that will be introduced by CAPTIVATIUN will give people new and different ways to express themselves,” Raj elaborates. Being a start-up, CAPTIVATIUN is operating very leanly at the moment, with only a core advisory team being permanently in place. “The four key members each bring a wealth of knowledge and experience to his or her function,” continues Raj, who’s clear vision that serves as the North Star to guide the company. “The common denominators across the group are integrity and passion—we’ve cultivated a group dynamic that’s very collaborative. As CAPTIVATIUN grows, it is essential that the talent reflects the values of the brand.” Like so many businesses, Covid-19 had an impact on CAPTIVATIUN. With its development and technical teams being based in Asia, the pandemic lockdowns delayed meant that delays were placed on the company’s product development pipeline. However, on a more positive note, it provided the team with the opportunity to explore other ideas that are now slated for future product development. Recently, the company was recognised in the UK Enterprise Awards 2022 and crowned with the title of Innovation Award in Beauty Technology 2022, something which stands it in exceptionally good stead for the future. But before we look too far ahead, CAPTIVATIUN is focused on the remainder of this year and its market launch. “It’s an incredibly busy time but we’re beyond excited!” Raj enthuses. “It’s been a difficult “The mission of CAPTIVATIUN is to inspire dynamic selfexpression through creative technology.” few years and we’re grateful that, given the circumstances, things are returning to normal. We’re excited about the launches on the horizon, but also about what we have in development for the future. Beyond 2022, there are more ideas in the works that will continue to push our technical imaginations!” Contact: Raj Sharma Company: CAPTIVATIUN Web Address: https://www.captivatiun.com/
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