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In 2018, L’Oreal made a shocking announcement. They no longer wanted to be the biggest beauty brand in the world.
Instead, they wanted to be “the number one beauty tech company.”
Technology is finding its way into our beauty and skincare routines in surprising ways. From AI to augmented reality, major firms like L’Oreal and small startups alike are exploring new ways to bring cosmetics into the 21st century. Here are some of the biggest trends to look for as beauty goes high tech.
Finding the perfect shade of foundation to match your skin tone is always a challenge. While many beauty brands have made progress in offering a more inclusive range of shades, it’s still a struggle to find the right one.
That’s where AI comes in. Several beauty brands are testing ways to use AI and digital scanners to create perfect custom shades. The system is, quite honestly, not that different from getting paint mixed at a hardware store.
A machine blends the exact shade of foundation you need based on your skin tone. This personalization doesn’t come cheap, however. Whether you get this process done at a brick-and-mortar location or try an online-only brand, custom foundations tend to be significantly more expensive than ordinary makeup.
The magic mirror from “Snow White” is now a reality. Thanks to apps that scan your face for blemishes, wrinkles, and other imperfections, consumers can get real-time skincare advice from a smartphone.
Olay is at the forefront of this technology with their Skin Advisor app. The company also uses augmented reality to show you how your complexion could improve over time if you follow the app’s recommendations.
We’re also inching closer to a time when our makeup is applied by smart tools like Proctor and Gamble’s Opté wand. This device scans your face for tiny imperfections and applies tiny amounts of makeup to even out your skin tone. Startups are racing to see who can create the first functional 3D printer wand for makeup application, too.
When you shop online, you can’t swatch. Instead, you have to hope that the product photos are accurate—and that your screen isn’t skewing the color. While virtual dressing rooms for clothes and eyeglasses have been around for several years, the cosmetics industry has been slow to adopt the technology.
In 2016, Sephora debuted their Virtual Artist app that allows customers to try on makeup using their phone camera. The app uses cutting-edge facial mapping technology to expertly apply virtual lipstick and eyeshadow to your face in real time. Since then, more and more brands have developed virtual makeover tools that let you “try” their products at home.
We can also expect to see e-makeup at some point in the future. Since so many of us live our lives on social media, it makes sense to develop more sophisticated tools for virtual makeup. That’s become especially apparent during the coronavirus pandemic, which saw major fashion magazines using virtual makeup on cover models.
