AI Startups Certo and Certivo Help Beauty Brands Navigate Regulatory Complexity

As regulatory demands on beauty companies intensify worldwide, a new wave of AI-powered compliance tools is emerging to help brands keep pace. In May, startups Certo and Certivo each announced $4 million seed rounds, signaling investor interest in automating the complex oversight of ingredient usage, disclosures, and packaging regulations.

Certo’s co-founder and CEO, Bastien Deliège-Coste, noted that most beauty brands operate with lean regulatory teams. Many lack the budget for even a single full-time specialist to manage oversight across the product lifecycle, from sourcing to retail.

The platforms help brands organize compliance data such as ingredient lists, vendor records, and product claims. They also track requirements at multiple levels—US state mandates, federal rules, international standards, and retailer-specific policies—as well as each brand’s own ingredient guardrails.

Beyond beauty, these AI tools are being adopted in pharmaceuticals, food, supplements, pet food, and chemicals, all sectors facing similarly dense regulatory landscapes. The goal is to shorten product launch timelines while reducing the risk of noncompliance.