A new model is introduced in the process of evaluating efficiency value of decision making units (DMUs) through data envelopment analysis (DEA) method. Two virtual DMUs called ideal point DMU and anti-ideal point DMU are combined to form a comprehensive model based on the DEA method. The ideal point DMU is taking self-assessment system according to efficiency concept. https://cosmeticssquadets.shop/product-category/face-serums/