Exploring London’s Pioneering Startups in the Augmented Reality Sector

January 12, 2024
London has been the birthplace to a number of exciting ventures within the augmented reality (AR) industry, particularly since 2020, when a new wave of startups emerged. These companies are at the forefront of the AR realm, creating everything from AR hardware to virtual try-on solutions for the cosmetic industry. This article will introduce and provide information for each of these companies.

Augmented reality is one of the hottest tech sectors currently, with applications in a myriad of industries from gaming to healthcare, and even retail. All of these London-based AR startups are redefining their respective fields with their innovative solutions. Whether it’s AR wearables transforming the way we exercise or an AR platform for surgical navigation, these startups are the ones to watch.

For investors, entrepreneurs, and anyone interested in the groundbreaking advancements within the AR industry, these startups represent some of the most exciting ventures centered in London. So, without further ado, let’s get to know these companies a bit better.


Co-founded by Caleb Paullus, Hannah Arevalo, and Matthew Arevalo, Pinfinity operates in Augmented Reality and Collectibles. Their patent-pending pins hold the power to unlock animations, video, music, and exclusive content for fans from some of the biggest entertainment companies globally. London is their home base. Find them on Twitter, Facebook and LinkedIn.


Founded by Andrew Hall and David Budden in 2020, BALLN aims to contribute to the world of sports through artificial intelligence (AI), sports science, and behavioural science. Also based in London, this startup has an impressive offering related to Apps, Artificial Intelligence, Augmented Reality, and Software industry. They have a significant presence on Twitter, Facebook, and LinkedIn.


London-based PRYNTD.xyz, founded by Berne Omolafe, brings to life images, videos, and live streams in AR and Virtual Reality (VR) with 3D and Haptic Support. Their vision is a future where our physical experiences are enriched with digital ones. More about PRYNTD.xyz can be found on their Twitter and LinkedIn pages.


Hitting the intersection of Health Care and Augmented Reality, NeuroNav is an AR and computer vision platform for surgical navigation. Founded by Ali Rezaei Haddad, NeuroNav intends to enhance surgical performance using advanced vision. More information can be found on their LinkedIn and Twitter pages.

Beauty by Holition

At the crossroad of Augmented Reality and the Beauty industry stands London-based Beauty by Holition. Co-founders Jonathan Chippindale, Katsiaryna Matusevich, and Russell Freeman created solutions for virtual try-on, powered by AR and AI, for the color cosmetics and skincare industries. Interact with them on their Facebook and LinkedIn pages.

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