At the latest Cosmetic 360 trade show in Paris, Brain Impact Neuroscience made waves by winning an award. Through the use of functional MRI and artificial intelligence, the Belgian scale-up can predict consumer behavior toward cosmetic products.
During the Cosmetic 360 international exhibition in Paris, the Belgian scale-up Brain Impact Neuroscience was honored in the Testing & Analysis category.
This distinction highlights the growing importance of scientific approaches in the research and development of cosmetic products.
“Brain Impact’s AI-powered neural analysis makes it possible to decode unconscious decision-making, reduce the risks associated with product launches, and enhance commercial success. By scanning a consumer’s brain and decoding its activity through AI, it becomes possible to predict behavior by interpreting the unconscious mechanisms involved in decision-making,” explained the jury of the Cosmetic 360 Awards – 2025 Edition, about the Belgian company.
Founded in 2008 by Arnaud Pêtre, Brain Impact Neuroscience is a pioneer in exploring unconscious decision-making processes using functional MRI (fMRI). The Belgian scale-up uses brain imaging to study the decision mechanisms and emotional responses triggered by cosmetic products. This approach helps companies better understand consumer expectations and perceptions, integrating these insights early in the product research and development process.
The strength of Brain Impact Neuroscience lies in its scientific rigor and its ability to combine fMRI data with partner client data through the power of artificial intelligence.
This technological integration enables in-depth neuroscientific analysis, delivering reliable and validated scientific results.
To conduct its functional MRI studies, Brain Impact Neuroscience collaborates with an extensive global academic network, including the Université Catholique de Louvain (UCLouvain) in Louvain-la-Neuve, Belgium.
Isabelle Anneet (AWEX)
