Google adds AR makeup try-on tool to shopping app

Google has expanded a digital tool that helps online shoppers visualize how makeup products will look on their skin to its shopping app.

The partnership with data partners ModiFace and Perfect Corp. will let consumers “try on” thousands of lipstick and eyeshadow shades from brands including L’Oreal, MAC Cosmetics, Black Opal and Charlotte Tilbury, and compare shades and texture, said Archana Kannan, group product manager for Google Shopping.

Google piloted the concept on its YouTube property last year through its FameBit by YouTube in-house branded content platform.

L’Oreal purchased ModiFace, an augmented reality and artificial intelligence company, in 2018. Perfect Corp.’s AR makeup tool also is available on Snapchat.

Several other beauty apps offer a similar try-on experience, including Sephora’s Virtual Artist, Ulta’s GLAMLab, Target’s online beauty studio and L’Oréal’s website.

Kannan said shoppers browsing Google Shopping on their phone or scrolling through the Discover feed in the Google app also can get recommendations from beauty experts, as well as apparel and home and garden product tips.

The recommendation feature was developed by Shoploop, which was formerly part of Area 120, Google’s in-house incubator.

The Business Journals