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I’m simi Lindgren

CEO & Founder of Yuty

Our mission is to elevate the buying experience for all, and make it easier to shop for beauty products.

“Beauty is individual, not copy and paste, so we’re revolutionising the way you think about it.”

Searching for the right products in a crowded beauty market can be overwhelming, frustrating and downright confusing.

Yuty takes away the pain of researching ingredients and checking packaging.

Our AI elevates the buying experience, making it easier to shop, and leaving you to enjoy the process.

Our Journey


Simi started a journey to realise an idea. Her buying journey was a nightmare until this point—she was riddled with confusion, and felt under- and overwhelmed by beauty products.


Yuty (pronounced yoo-tea) was born. A portmanteau of you and beauty, Yuty powered the conscious beauty marketplace Yutybazar (taken from the word bazaar, a place to purchase goods) and helped match customers from around the world to beauty products made by innovative brands.


Yuty made headlines in the likes of ELLE, Refinery29 and Sifted, and closed their VC-led Pre-seed round from investors who backed Papier and Charlotte Tilbury.


Yuty’s mission to elevate the buying experience for all, and make it easier to shop, led to new heights after receiving backing from Google, and featuring in publications from TechCrunch, Bloomberg and Sky News.

Why Ask Yuty?
  • up-to-date personalised RECOMMENDATIONS

    Update your profile to receive the best beauty recommendations, as well as track your beauty journey.

  • Wherever, Whenever; Just Ask Yuty

    Change in your diet, going on vacation or find out you’re having a baby? Yuty will provide the best products for your beauty routine.

  • Make an Informed Buying Decision

    Yuty makes personalised recommendations based on you which is best for you—not someone else. Discover and shop beauty, made easy, with Yuty.

Why People Love Yuty

It’s authentic

As a result of being celiac and suffering with thyroid issues, I have really dry skin. I use lots of different face serums and creams, tailoring the products I use according to the weather. This was one of the reasons I found Yuty so authentic. It's great that product recommendations take into account everyone's personal environmental factors.

— CARMEN, 56

A starting point

I don't really know much about the beauty industry, or necessarily even have a regular routine that I stick to, however, in recent years, I have definitely become more conscious of my skin. I’m interested to see how the CBD and other plant-based actives in the All-In-One Wonder Balm by Ohana Skincare, as recommended by Yuty, would make a difference to my everyday lifestyle.

— ALEX, 41


The one deal-breaker for me when it comes to the beauty industry has to be its sustainability factor. It makes me so mad when I see brands using unnecessary materials to produce or ship their products, or using packaging that isn't recyclable or refillable. Yuty gets my vote for championing sustainability in beauty—I love to see it!

— SUKI, 30