The fitting room, rebuilt for the internet.

Genlook began in 2025 with a ritual every online shopper knows: order two sizes, keep one, print the return label. For shoppers it is a mild annoyance. For fashion brands it is a silent tax on every order they ship.

Thibault Mathian had spent years building in the Shopify ecosystem and kept seeing the same picture from the merchant side. Virtual try-on existed, but it was sold to enterprises: six-figure contracts, 3D scanning, months of integration. Most brands were priced out.

So Genlook took the opposite path. Generative AI instead of 3D modeling. Standard product photos instead of studio scans. An install that takes minutes instead of a sales cycle that takes quarters. Today Genlook powers try-on for 400+ fashion brands, from single-founder labels to established names.