# She's Making AI-Generated Foundation In 90 Seconds | Ruth De Leo, DCYPHER Beauty

Page: https://stenobird.com/podcast/ladies-who-launch-7146914/she-s-making-ai-generated-foundation-in-90-seconds-ruth-de-leo-dcypher-beauty
Text version: https://stenobird.com/podcast/ladies-who-launch-7146914/she-s-making-ai-generated-foundation-in-90-seconds-ruth-de-leo-dcypher-beauty.md
Podcast: [Ladies Who Launch](https://stenobird.com/podcast/ladies-who-launch-7146914)
Published: 2026-08-19T05:30:00+00:00
Episode link: https://weareladieswholaunch.com
Audio file: https://sphinx.acast.com/p/open/s/6762dca9d9cd65ec1eb4ee70/e/6a847073a835875d37436b5c/media.mp3
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JSON: https://stenobird.com/v1/public/podcasts/ladies-who-launch-7146914/episodes/she-s-making-ai-generated-foundation-in-90-seconds-ruth-de-leo-dcypher-beauty
Duration seconds: 3714

## Resource

Have you ever experienced having to mix 3 different foundations just to find your shade? Well your problems have been sold because DCYPHER Beauty is the World’s first beauty tech brand creating formulations from scratch, one at a time, personalised in minutes.  In this week's episode, Rochelle sits down with Ruth De Leo, skincare founder of DCYPHER and mentee of Charlotte Tilbury, to share how AI-powered shade-matching is solving the personalisation problem no beauty giant could crack.  We discuss the real expectations vs reality of launching a brand, learning from the best brands in the industry, and the non-negotiables that keep DCYPHER running. Ruth gets honest about founder life, unexpected customer feedback, and the advice she wishes she never listened to. In this episode, we cover: Ruth’s beauty-industry background and discovering the gap in the market that sparked the brand. Charlotte Tilbury mentorship that impacted her career. How AI and personalisation formulas solved the universal shade-match struggle. The expectations vs reality of starting up, and how she switches off. Business non-negotiables, the advice she ignores, and Ruth’s top tip. If you’ve ever wanted to learn how technology can benefit skincare, this one’s for you. We Are Ladies Who Launch!  Chapters 00:00 Industry Meets Problem 01:59 Pain Points & Waste In Makeup And Waste 06:33 Scaling Brands And Building Confidence 07:44 Charlotte Tilbury Lessons On Trust 17:49 DCYPHER Tech Explained 26:08 Launching In John Lewis 34:55 Data Driven Foundation Formulas 36:49 Fast Track Personalised Lip Products 41:02 Switching Off As A Founder 43:31 Learning To Let Go 48:35 John Lewis Launch Moment 51:45 Advice Regrets And Lessons 57:30 Why Its Important To Obsess Over The Problem 🔔 New episode…

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