Fashion and beauty tech platform Vestico has secured a £250,000 investment.

The platform, which helps clothing and cosmetics retailers better serve and understand their shoppers, has received the funding from Jenson Funding Partners.

The money will be used to further develop Vestico’s technology and define the next generation of eCommerce.

Vestico was created to solve this problem by giving shoppers a platform to select the right product sizes and shades from the start.

The company has partnered with the world’s leading brands to change the way their customers shop online.

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Combining user-generated content with proprietary AI, Vestico shows shoppers how clothes and cosmetics look on real people most like them.

For retailers, the company is also able to gather critical data to inform the brands insights into the wider value chain from marketing to manufacturing.

Vestico was founded by Maia Sasania, Benedikt Hirmer and Maddie Forman and looks to try and reduce the number of returns in the fashion industry.

Sasania, co-founder and CEO, said: “Vestico was created to give shoppers confidence and inspiration to buy items they will keep.

“Our mission is to represent every single shopper on their favourite brand’s stores and equip them with critical information to prevent returns.

“Our driver is our knowledge that five years from now we will fundamentally transform the way people shop online. This investment will help us continue to grow our team and develop our platform to scale and service the largest brands on the planet.”

Earlier this year, the company launched Vestico for Beauty to help the industry be more representative of its shoppers and ensure customers find the right shade when buying beauty products online.

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Vestico also launched with Spanish fashion label Desigual to make shopping experiences more inclusive and simpler for customers across Europe.

Sarah Barber, CEO at Jenson Funding Partners, added: “We’ve all experienced shopping for clothing online, from figuring out the right size to purchase to going through the process of returning things that just don’t fit well enough.

“It can be such a frustrating practice and what Vestico has developed is exactly what’s needed in the eCommerce dominated marketplace we find ourselves in.

“Vestico is solving a real-world problem by helping shoppers nail down the sizes they need and by doing that, helping the environment too by cutting down on the volume of returns that create so much unnecessary waste.”