Drawing on more than a decade of experience building consumer digital products, CM MentalGrowth founder Egor Rubtsov explains how AI, scoring systems and connected devices can turn user data into actionable recommendations.
Cyprus, 6th Oct 2026 – At IFA 2026, beauty and wellness technology was presented less as a category of standalone devices and more as part of a connected digital environment. Wearables collect information about sleep and recovery, cameras scan the face, body assessment systems track physical indicators, and apps use this data to personalise content and recommendations.
Visitors at IFA 2026 in Berlin. Photo credit: IFA Management GmbH. Source: IFA Berlin official media gallery.
Technology entrepreneur and CM MentalGrowth founder Egor Rubtsov attended the show to explore new products, join industry sessions and share practical insights with professionals from across the consumer technology sector.
The Beauty Tech & Wellbeing area featured wearables, digital fitness solutions, smart clothing, recovery technology and health apps. A dedicated Beauty Hub served as an interactive lab where visitors could try skincare devices, LED masks, body assessment systems and other beauty-tech products. The format demonstrated how technologies once associated with specialist treatments are moving into everyday home use.
One of the key sessions was Unboxing the Future of Beauty Tech and Wellness: Everything as a Score and You Are the Data.
The session examined how sleep, steps, recovery, readiness, biological age and skin condition are increasingly being turned into digital scores. In beauty tech, the data involved is especially personal: a smart mirror analyses the face, a connected haircare device assesses the scalp, and home devices are starting to take on tasks that once required a visit to a specialist.
The discussion went beyond the technical capabilities of these devices. How accurate are such assessments? Do they help people change their behaviour? Where is the line between a useful recommendation and added pressure? At what point should digital analysis give way to professional support?
“The real question starts once the metric has been calculated. A score on its own says very little. The product needs to determine what that information means for a particular person and what it makes sense to suggest next,” says Rubtsov.
This view is grounded in hands-on experience building consumer products. CM MentalGrowth has built seven B2C apps across health, fitness and wellness, generating over 2.5 million iOS installs and reaching more than 8 million users on the web.
The company works both with information that users share directly and with behavioural and progress data generated within its products. Rubtsov points to Mimika, a digital wellness product developed by CM MentalGrowth, as an example of this approach. Its scoring and AR-based facial movement analysis work behind the scenes, helping to assess how exercises are performed and tailor recommendations without overwhelming the user with technical metrics.
IFA also showed that the next challenge extends beyond any single app.
Wearable devices can continuously track activity, sleep, recovery and other aspects of everyday life. Apps can take into account a person’s goals, past actions and changes in behaviour. AI can cross-reference these signals and work out what matters most at any given moment.
“The value of wearables goes beyond automated data collection. Their full potential will be realised when those signals can feed into apps that understand a specific user need. The result should not be another chart but clear feedback or a useful recommendation,” Rubtsov adds.
The shift towards connected wellness systems raises a commercial question as well as a technological one. Independent developers may understand specific user needs more deeply and be better placed to build focused, user-friendly products. Their future, however, may depend on whether they can work with data generated by wearables and connected devices.
Following IFA, Rubtsov sets out the central question for the next stage of the market:
“What does the future hold for independent app developers? With the user’s consent, will they be able to access data from watches, rings and other devices, or will those signals stay locked inside closed ecosystems? And what will ultimately make a user choose one service over another – access to more data, a more user-friendly product or the ability to solve a specific problem?”
About Egor Rubtsov
Egor Rubtsov is a technology entrepreneur and product leader with more than a decade of experience building and scaling consumer digital products. He is the founder and CEO of CM MentalGrowth Ltd, where his work focuses on product strategy, user analytics and B2C app development.
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