Fintech firm Reap, Meitu’s EveLab Insight and commerce technology company Pivota have signed a memorandum of understanding to explore bringing agentic, AI-assisted shopping to beauty consumers, from skin analysis through to payment.
Key Takeaways
- Reap, EveLab Insight and Pivota have signed an MOU to explore linking AI-led skin analysis to an agentic checkout for beauty shoppers.
- Under the plan, EveLab Insight’s MakeupPlus app would analyse a user’s skin, Pivota would match products and merchants, and Reap would handle checkout under user-approved spending limits.
- It’s a non-binding MOU, not a launched product — Reap, founded in Hong Kong in 2018, now has 300 staff after being acquired by Kraken parent Payward in 2026.
How the three companies would work together
The collaboration, announced on 5 November, aims to connect three steps that currently sit apart: product discovery, merchant selection and checkout. A shopper would first get a skin and beauty analysis through MakeupPlus, EveLab Insight’s AI-powered portrait makeup and photo-touchup app. With the shopper’s consent, Pivota would then assess suitable products, merchants and purchase channels based on factors such as price and availability. Reap would handle the checkout and order confirmation through supported integrations.
The shopper stays in control throughout. Reap’s agentic payments service is built to support agent-initiated card payments under user-approved mandates, with the final purchase reviewed and approved through a secure passkey rather than completed automatically.
Why a beauty use case first
“AI is getting very good at helping people find what they want. Paying for it is still where the experience breaks down,” said Daren Guo, Co-Founder of Reap. “Reap’s agentic payments are built to close that gap, and they’re part of our vision to reimagine how people pay. With EveLab Insight, we want to show how AI-led discovery and payments technology can come together in one seamless shopping experience.”
“Personalisation should help people discover products that feel right for them, including things they may not have thought to search for. Beauty is especially suited to this because individual preferences matter so much,” said Zha Xi, CEO of EveLab Insight.
Peng Xu, Founder and CEO of Pivota, said the goal is to help customers act on a recommendation once they are ready to buy. “Pivota helps evaluate the relevant products, merchants and purchase channels based on factors such as availability, price and transaction feasibility,” he said. “Together with EveLab Insight and Reap, we are exploring how that can make personalised beauty shopping more seamless, while leaving the customer in control of the purchase.”
Still an MOU, not a product
The three companies have signed only a memorandum of understanding so far — there’s no live integration or launch date yet. Pivota, which connects AI applications with merchants and payment infrastructure, says it does not hold or transfer customer funds or provide financing. Reap, founded in Hong Kong in 2018, processes billions in stablecoin-funded transaction flows and now employs 300 people worldwide. It was acquired by Payward, the parent of Kraken, in 2026 in one of Asia’s largest fintech exits.
