Hue

Hue is a Boston-based technology company founded in 2021, focusing on AI-driven shoppable user-generated content (UGC) solutions for beauty and fashion brands. Co-founded by Janvi Shah, Sylvan Guo, and Nicole Clay at Harvard Business School, Hue aims to enhance e-commerce experiences by empowering shoppers to discover products that meet their unique needs while fostering authentic connections between brands and customers. The company offers a platform that curates video testimonials, photos, and text reviews from real customers, allowing shoppers to filter content based on preferences like skin tone and product type. Hue also features AI-powered tools such as shade matching and a foundation finder quiz, which has served over 4 million beauty customers. With a community of everyday creators generating over 10,000 UGC assets, Hue collaborates with more than 50 beauty brands and retailers to reduce returns, increase conversion rates, and build brand loyalty. The company has raised 4.5 million in seed funding to support its growth and development.