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ModiFace's story starts in 1999 at Stanford University, where the initial research on automatic face analysis began. This work continued at the University of Toronto from 2001-2006, including the development of signal processing algorithms that won a world-wide innovation prize from MIT. In 2006, ModiFace Inc. was born.

Today, ModiFace is the technology provider for over 50 popular brands and magazines, and generates millions of virtual makeovers per day. With 18 patents, 13 years of research, 15+ million mobile app downloads, and over 100 virtual makeover options, including cosmetics, anti-aging/skin-care, and hair, ModiFace is the world-leading virtual makeover technology provider.
Meet the ModiFace team:


Parham Aarabi
Founder, President, and CEO
Since starting ModiFace in 2006, Parham has been responsible for its growth and strategic advancement. Parham is also a professor at the University of Toronto (currently on leave), and received his Ph.D. in Electrical Engineering from Stanford University. He is author/inventor of 16 patents, 100 scientific publications, and 2 books including "The Art of Lecturing", and has been twice selected as a Canada Research Chair. In 2005, Parham was selected by MIT as "one of the world's top young innovators" and in 2006 received the Premier's Catalyst Award for Innovation. Parham's favorite hobbies include ideastorming (during ModiFace Labs idea sessions) and cooking (fun surprises for ModiFace competitors).
Roya Sedigh
Vice President - Internal Operations
As ModiFace's Vice President of Internal Ops, Roya's primary responsibilities include analyzing the real-life accuracy of ModiFace visualization tools and handling internal operations including coordinating financial and legal operations. Roya comes to ModiFace with 20 years of startup and business development experience.
Jennifer Tidy
Senior Director of Partnerships
As ModiFace's Director of Partnerships, chances are that if you are interested in partnering with ModiFace, Jennifer is the person you will work with. Aside from handling new partnerships and focusing on long-term strategic partnerships goals, Jennifer also works with the development, R&D, and sales teams to ensure every partnership is perfectly executed. Jennifer is a graduate of the Next Steps Executive Program for Experienced Women Entrepreneurs, as well as the MBA Essentials Program at University of Toronto's Rotman School of Management, and is also an active member of Cosmetic Executive Women.
KyungMoon Lee
Executive Director of Engineering
KyungMoon leads the technical development of various ModiFace projects and applications. Prior to working at ModiFace, KyungMoon worked at AMD (formerly ATI). KyungMoon holds a B.A.Sc. in Engineering Science (Computer Engineering Option) from the University of Toronto.
Amin Heidari
Director of Research and Development
Amin heads ModiFace advanced projects and technology R&D activities. He received his M.A.Sc. in Electrical and Computer Engineering from the University of Toronto.
Harry Zhao
Senior Director of Mobile
Harry leads ModiFace's mobile application research and development, including iOS and Android apps. Harry obtained his Honors B.A.Sc. in the Electrical and Computer Engineering option of Engineering Science from the University of Toronto.
Ben Manashirov
Director of Advanced Technology
Ben's role at ModiFace essentially means that if there is a tech problem that no one else can solve, Ben will be responsible for solving it. When not tackling impossible problems, Ben oversees ModiFace's iPhone/iPad app development as well as coming up with new ideas in the iLab. Prior to joining ModiFace, Ben studied Electrical Engineering at the University of Toronto.
Tianle Dai
Associate Director of Engineering
Tianle assists with all engineering and development tasks at ModiFace, with a particular focus on cosmetics web and kiosk applications. Prior to joining ModiFace, Tianle was a Software Developer at AMD and a research assistant at the University of Toronto. Tianle holds a B.A.Sc. degree in Engineering Science (ECE option) from the University of Toronto.
Edmund Phung
Director of Mobile-iOS
Edmund focuses on the development of next generation ModiFace mobile applications, with focus on large-scale application implementation. Prior to joining ModiFace, Edmund studied Electrical and Computer Engineering at the University of Toronto.
Hillary Sica
Director of Partnerships
Hillary focuses on maintaining current and future partnerships, including managing client relations activities in New York. Prior to joining ModiFace, Hillary completed a B.A. in Business Management at Washington College as well as completing a digital photography program at Parsons The New School for Design. Hillary is also an active member of Cosmetic Executive Women.
Jingyi Zhang
Associate Director of Engineering
Jingyi currently works on web-based facial recognition applications at Modiface. She has studied Honours Computer Engineering and received her B.A.Sc from the University of Waterloo. Prior to joining Modiface, Jingyi worked as a Software Engineer at Qualcomm Inc.
Annette Lebkowski
Partnerships Associate
Annette assists with developing new partnerships - with an emphasis on international markets; and maintaining current client relationships in New York. Before ModiFace, Annette worked in Client Services at Saks Fifth Avenue, received her Bachelor's degree at the Fashion Institute of Technology, and interned at Vogue magazine.
Stephany Umana
Partnerships Intern
Stephany's main focus is on all social media representing ModiFace. She also does client and product research as well as assisting with project management for the development of applications. She is currently enrolled to obtain her Bachelors Degree in Fashion Management at LIM College.
Miriam Pettinen
Associate Director of Partnerships and Mobile Strategy
Miriam focuses on maintaining current and future client relations. Prior to joining ModiFace, Miriam completed a B.A.S., Specialized Honors in Marketing at York University. She is also an active member of Cosmetic Executive Women.
Bill Liu
Senior Mobile Engineer
Bill currently works on next-generation mobile facial recognition apps at ModiFace. Prior to joining ModiFace, Bill worked as a software engineer at IBM. He received his Honors B.A.Sc. from Engineering Science (Electrical & Computer Engineering option) from the University of Toronto.
Jennifer Wang
Financial Operations Manager
Jennifer is currently in charge of ModiFace's financial operations, including financial planning, time management, and forecasting responsibilities.
Reem Helou
Mobile Engineer
Reem currently works on next-generation mobile facial recognition apps at ModiFace. Prior to joining ModiFace, she was an Electrical and Computer Engineering student at the University of Toronto.
Berkly Foster
Senior Graphic Designer
Berkly is responsible for the creative functionality and design of 2012 edition ModiFace applications. She is also enrolled in Graphic Design at the Ontario College of Arts and Design.
Annie Ngai
Junior Mobile Engineer
Annie focuses on next-generation Android virtual makeover applications. Prior to joining ModiFace, Annie studied Electrical and Computer Engineering at the University of Toronto.
Ke (Kevin) Tan
Junior Mobile Engineer
Kevin focuses on next-generation Android virtual makeover applications. Prior to joining ModiFace, Kevin studied Engineering Science at the University of Toronto.
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If you have any questions about our apps or technology, please contact us:
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