The story behind me and my technology: a journey of innovation and passion
Coming from a family in the fashion industry, I’ve always been interested in dressing well. But it wasn’t until a moment of clarity that I realized something was missing in all the styling books and articles I’d read—none provided a clear, scientific approach to dressing for one’s unique body. Most styling advice was contradictory, opinion-based, and lacked consistency, with “rules” that seemed more subjective than universally applicable. Looking good, like nature, is grounded in symmetry, and with my background in science, I knew it had to be possible to create fact-based styling rules.
Creating CurveTips: making styling objective
This realization led in 2009 to the creation of CurveTips (formerly 2Style4You), a groundbreaking technology that allowed women to enter their body data—shape, weight, height, and twelve other body features—to receive personalized styling advice. With its complex algorithms, the system could generate recommendations for over 10 million unique silhouettes, even explaining why each item was suited to their specific combination of body type, length, weight, and features.
Recognition and success
The concept attracted significant media attention and awards. As part of our promotion, we offered free content to popular websites in exchange for backlinks. To our surprise, this content achieved exceptional click-through rates, page views, and engagement, and before we knew it, major Dutch websites were using it.
Simultaneously, we partnered with five major European and Asian retailers, using a commission-based payment model to share the additional revenue generated from increased conversions and reduced returns. However, measuring data in that time, relying solely on Google Analytics, was challenging, and the numbers never quite aligned. Although 1.24 million women signed up and customer feedback was overwhelmingly positive, I spent most of my days dealing with spreadsheets instead of expanding the technology’s potential. Around this time, I met my husband, and together, we decided to start a hospitality business.
The shift to in-store advice: a new direction for the technology
I sold my stake in the company in 2015, and my partners attempted to adapt the technology for in-store use, experimenting with virtual displays and robots. Despite the technology’s proven online success, the market wasn’t quite ready for such innovations. Unfortunately, these efforts didn’t succeed, marking the end of the company in 2018. Fortunately, I retained the rights to the original content.
Returning to my passion for empowering women
Over the past decade, while opening new hospitality businesses and providing marketing advice to emerging companies, I continued to follow fashion trends and stay informed on styling.. It was frustrating to see that, even now, styling advice is still largely based on opinion rather than objective principles. So, I decided to revisit my original articles to help women today who face even greater pressures from social media and modern beauty standards. I want everyone to feel good about themselves, and as we know, confidence in one’s appearance has a powerful impact on self-esteem.
Today, I’m committed to sharing this content. If I can help even a few women feel happier about themselves, I’ll consider it a success. Life, after all, is about finding joy—and if I can contribute to that, then I’ve achieved what I set out to do.
2009: Launch of 2Style4You.com, our own online platform
2010: Integration with Neckermann, 2th largest e-tailer in the Netherlands
2011: Partnership with M18, China’s largest e-tailer, expands reach
2011: Collaboration with PayEasy, Taiwan’s leading e-commerce platform
2012: Integration with Bonprix, a global e-tailer and Germany’s 2th largest
2013: Integration with UllaPopken, the largest plus-size e-tailer
2015: Rebrand from 2Style4You.com to Curvetips.com
2016: Launched virtual displays in Ulla Popken stores in Germany
2017: Robot Pepper uses display to provide in-store styling advice
2018: Robot Pepper becomes independent in providing ins-store advice
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Email: barbarasnoeker@gmail.com
WhatsApp: +31 (0)6 511 57 504