Wow How is an augmented reality app that shows you how to discover and apply new make-up.

It was founded by Gaynor Matthews in Solihull after she realised she had not changed the products she used for 30 years and did not feel comfortable trying out make-up with in-store sales assistants.

The firm’s customer base is growing around the world but it refuses to collect data on its users. It has however just launched a B2B white-labelled product for brands.

Check out our '101 Birmingham and Midlands’ list for more tech stars from the region.