Chinese selfie app Meitu made its name offering digital filters for your face. Now, they’ve set their sights on the real thing.

The company has set up a wholly-owned health subsidiary, focusing on dermatology, Meitu confirmed on Tuesday. The subsidiary, which was set up last week, has been registered to run businesses including healthcare consulting, medical technology, hospital management,  cosmetics and sales of medical devices, public records show. 

Meitu told Caixin it decided to set up the subsidiary due to its interest and experience in dermatology. The company has long used facial recognition technology on its app, while collecting data on millions of faces. Meitu in 2017 said its research team was already able to provide and process image data that meets medical standards. 

Sources close to Meitu told Caixin that the company had already participated in some dermatology projects and that the new subsidiary, despite being the company's first officially registered dermatology business, would not be Meitu’s first foray into the sector. 

The subsidiary will have an initial investment of 10 million yuan ($1.46 million), according to public records. Wu Zeyuan, controller of Meitu, is the executive chairman of the new company. 

Meitu declined to comment on a timeline for construction of any physical clinics or hospitals. 

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Contact reporter Zhao Runhua (runhuazhao@caixin.com)