Virgili Jubero, photographer and creative director, is the co-founder together with his sister Marta. The idea behind Roda came about when Marta Jubero worked in San Francisco for a drone and aerial software company and realised they could apply technology in other sectors to develop truly effective products. “We believe Artificial Intelligence and Machine Learning will disrupt the beauty and cosmetics industry,” as Roda’s team confirms. And how does it actually work? They use algorithms to obtain a list of consumers' favourite products and then use this data to discover the combinations that work best. As you can see, Roda definitely brings a whole new concept to life, offering new formulas with the ‘customers first’ mentality.

Inspired by their hometown and the Mediterranean lifestyle, we find arbutus, artemisia and red pine as some of their most repeated ingredients. It’s an invitation to all of us to trust in technology and science, with a team of chemists and an R&D laboratory in Barcelona with more than 36 years of skincare research experience. They are breaking beauty stereotypes and focusing on gender inclusivity and don’t use filters in their campaign photos. Roda is for everyone: all skin types, all ages and all genders. Unlike others, when they say it suits all of us they really mean it.