NEW YORK, July 6 (Reuters Breakingviews) - Oddity Tech has a sparkly foundation for its upcoming initial public offering. The Israeli beauty company home to the Il Makiage and SpoiledChild brands is highlighting the artificial intelligence behind its makeup and machine learning algorithms that help consumers pick the right shades. These features should help put a dewy gloss on the valuation before the hype eventually fades. His company sells concealers and eye shadows directly to shoppers online and touts that its technology teams account for 40% of headcount. AI also powers Revela, a biotechnology firm it bought in April that develops new molecules for cosmetics and skincare.

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Persons: Boss Oran Holtzman, Revela, It’s, Estee Lauder, Child, Goldman Sachs, Morgan Stanley, Jeffrey Goldfarb, Sharon Lam Organizations: YORK, Reuters, Nasdaq, Coty, Tech, Allen, Co, Thomson Locations: Israeli, Cava