About
StellaAI was founded to bring beauty expertise into every digital shopping experience — combining AI with the craft of beauty merchandising.
Our story
Beauty has always been a personal, expert-led category. Walking into a beauty store meant being guided by someone who knew shades, textures, ingredients and routines. Online, that expertise disappeared — replaced by static product pages and generic search results.
We started Stella to bring that expertise back. By combining deep beauty knowledge with AI that understands every shopper, we help leading beauty brands turn hesitant browsers into confident buyers — at the scale only software can deliver.
Mission
Every beauty shopper deserves an expert. Stella makes that possible for every brand, every shopper, every interaction.
Principles
Every product decision begins with how beauty actually sells — not generic ecommerce.
We measure success by shopper confidence as much as conversion.
Every deployment is tied to real, observable business outcomes.
We partner with beauty teams who care about the craft of merchandising.
Founders
CEO & Co-Founder
After more than 12 years in leadership roles at international SaaS companies, Sandro founded Stella to help beauty brands recreate the confidence and guidance shoppers once received in-store.
Growing up around the beauty industry gave him an early appreciation for how personal beauty decisions are and how difficult they can be to make online.
Today, he leads Stella's vision, growth, and customer relationships.
CTO & Co-Founder
Maik spent years building and scaling digital products at leading German technology companies, most recently as a Product Manager at DeepL.
Having worked closely with Sandro for many years before founding Stella, they shared a conviction that AI could fundamentally improve how customers discover and buy beauty products online.
Today, he leads Stella's product, AI, and engineering teams, turning beauty expertise into scalable technology.
CCO & Co-Founder
Farina is a beauty expert specializing in color, style, and personalized consultations. Over the past 12 years, she has trained hundreds of color and style consultants, stylists, and makeup artists.
Her deep understanding of how people choose colors, products, and looks became a key foundation for Stella's recommendation logic.
Today, she ensures Stella's recommendations reflect real beauty expertise and customer needs.
We believe every beauty shopper deserves expert guidance. Our mission is to help brands deliver that experience at scale through AI-powered customer understanding and product intelligence.
