How to develop a virtual makeup app for beauty brands?

Nowadays, the demand for innovative and personalized experiences among consumers is increasing in the beauty industry. So, beauty brands have started to invest in technologies to blend the physical and digital worlds. Virtual makeup apps are the result of it. It integrates augmented reality into artificial intelligence technology to deliver an interactive client experience. 

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A study shows that the global cosmetic market is expected to grow at a CAGR of 6% from 2024 to 2034. Virtual makeup apps have emerged in this transformative shift. It has been altering the way customers interact with cosmetics. Therefore, if you are a beauty brand owner, AR-driven makeup apps can engage tech-savvy customers and help you succeed in the competitive beauty market.

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Although the virtual makeup app is a relatively new concept, it has gained immense popularity. With this app, you can build a strong audience base. Some of them have also attracted funding and investment. When it comes to attracting customers, virtual makeup apps offer the opportunity to provide convenience to consumers. In this blog, I’ll be discussing the process of virtual makeup app development, its key features and functionalities, and how to choose the best tech stack for the app.

What is a virtual makeup app?

A virtual makeup app, also known as a virtual makeup try-on app. It enables your customers to try on makeup products online before making a purchase. This approach blends digital visualization with real-world application. With AR and AI technologies, your online shoppers can get real-time virtual makeover experiences. Read on to learn more about the properties of virtual makeup apps: 

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1. Virtual lip makeup

Virtual lipstick and lip liner try-ons allow customers to experiment with different lip colors, shades, and textures in real time. The technology behind virtual lip makeup supports all shades, represented by RGB color codes. Customers can enjoy the experience through either live video or photo mode.

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2. Lip plumper simulation 

With the rising popularity of lip plumpers and fuller lips, customers can now virtually try ultra-flattering lip plumping products before making a purchase. The technology supports adjustable effects and a variety of textures for a realistic experience.

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3. Virtual eye makeup

Consumers can explore a wide range of eye makeup products, such as eyeliners, eyeshadows, and eyelashes, using virtual try-on technology. Many apps and SDKs also offer different textures and customizable patterns, enabling shoppers to preview personalized eye makeup looks before real-world application.

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4. Eyebrow makeup

Virtual eyebrow try-ons let customers see how new eyebrow products will look, while exploring different shapes and styles. The technology also allows adjustments for arch, thickness, definition, position, and intensity, giving shoppers the flexibility to find their ideal brow look.

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5. Blush makeup

Consumers can experiment with a variety of blush shades, patterns, and textures using the blush virtual try-on. This feature helps them discover the perfect blush to complement their eye color and overall makeup palette.

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6. Foundation shade matcher

AI-powered foundation shade matchers recommend suitable foundation shades based on customers’ skin tones. Shoppers can virtually try foundation from specific brands, adjust the intensity, and select textures that best match their style and preferences.

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Features of a virtual makeup app

When developing a virtual makeup app, it’s best to start with a minimum viable product (MVP) that includes the most essential features. Below, I’ve outlined the key functionalities that will help brand owners deliver value to their customers while driving revenue.

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• Core activities: To ensure the app functions as intended, developers must include basic elements such as project setup, user registration/login, and design.

• Face mapping & tracking: This feature allows the app to detect and track facial landmarks represented as points. The more points the system can track, the more accurate and realistic the virtual makeup application will be. 

• Virtual makeup try-on: Using advanced face tracking technology, this feature enables customers to align their facial features precisely, providing a realistic virtual try-on experience.

• Personalized experience: The app offers customers a personalized makeup journey by letting them adjust makeup intensity and experiment with different shades suited to their skin tone and facial features. This customization helps users create their desired look virtually. 

• Product recommendations: Virtual makeup apps can recommend specific products, allowing brands to upsell effectively. These personalized suggestions enhance customer satisfaction and increase brand revenue. 

• Social media integration: By connecting the app to social media platforms, customers can share their virtual makeup looks with friends and followers. This not only boosts engagement but also generates buzz and organic promotion for the app.

• Makeup tutorials & guides: Integrated AR-based tutorials, tips, and step-by-step video guides help customers experiment with new techniques and achieve their desired makeup looks. 

• Augmented reality filters: Adding AR filters to the real-time camera feed allows customers to try out complete makeup effects interactively, enhancing the app’s fun and engaging factor. 

• E-commerce integration: Transform your product catalog into a mobile store by adding features like payment gateways or shopping carts. Alternatively, a “where-to-buy” option, integrated with services like Google Maps, can help customers find nearby stores that carry your products.

• Offline accessibility: Allowing offline access ensures customers can enjoy try-on features even without an internet connection, making the app more convenient and versatile. 

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Approaches to developing a virtual makeup app

There are some approaches when it comes to developing or launching a virtual makeup app. You need to know each one in detail and choose the right approach for your app development. 

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1. Employing an in-house development team

If your company already has coders, you won’t need to spend time selecting the right app provider or negotiating terms and conditions. You’ll also know exactly which team is working on your app and their level of expertise in this field. This reduces the chances of miscommunication, as long as your stakeholders and engineers remain aligned.

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Another advantage is that your company can make independent changes at any time during the development process while keeping all private data and information secure within the organization. However, this approach is comparatively more expensive when it comes to developing a virtual makeup app.

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2. Hiring a software development company

If you don’t have an in-house development team or can’t build one at the moment, you can appoint a third-party developer to build and launch your virtual makeup app. Depending on your budget and goals, you may choose either a local vendor or a foreign company. These companies typically have the necessary manpower and technical expertise, and in some cases, even ready-made solutions that can speed up the development process.

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However, challenges such as miscommunication due to cultural differences may arise. Additionally, there are potential risks related to intellectual property, such as vendors misusing your concept, design, or other proprietary information. That said, reputable vendors rarely engage in such practices, and risks can be effectively mitigated with enforceable NDAs, contracts, and strong IP clauses.

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3. Purchasing an AR SDK

Ready-made software development kits (SDKs) are available in the market. You can buy one of them with no big investment or years of research in AR. The Virtual makeup SDKs include try-on capabilities for your customers. You can try the free trials of SDKs and then choose one for your app. 

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4. Buying a white-label app

Instead of developing a virtual makeup app, you can purchase a pre-made app and hire vendors to customize it. The customization includes UI, design, and adding your products to try on. In this way, you can launch your app within a short time. Most of these apps are tested, so you will have fewer risk factors. 

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White-label apps can support cost-effective development, built-in user retention, and cross-platform promotion, depending on some factors. At the same time, your app may look similar to your competitor’s due to the same general design direction. Also, if you need some exclusive features when it comes to customization, you will have to pay more. 

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5. Opting for a low-code or no-code platform

For small businesses, it is a simple and quick solution. Some platforms won’t require much programming knowledge, unlike when developing your app. They offer preset templates and simple, intuitive interfaces with low investment. But you may not be able to integrate virtual try-on features into these apps. 

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Steps for developing a virtual makeup app

Virtual makeup app development may seem difficult. So, it is necessary to break down the procedure into manageable steps. So, you should follow the foundational steps for your beauty brand's success: 

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1. Setting clear goals for your app, defining its features, and its target audience:

It is essential to begin with a clear objective before developing an app. You should first determine the primary focus of your app, whether it’s for a beauty brand, e-commerce integration, or personal use. Next, identify your target audience, as this will define who you are building the app for.

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Based on your development goals, you will then need to select the right features, such as real-time makeup application, product catalogs, facial recognition, customization options, or social sharing. Taking this first step will serve as a roadmap, guiding you through the app development process and its overall lifecycle.

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2. Market research & selecting the right technology:

Before developing an AR-based makeup app, it is essential to conduct market research. Mobile app market research will give you insights into competitors and help you identify their unique selling strategies. This allows you to fill gaps in your own business by adding valuable features to your app.

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Next, it is crucial to select the right technology for your app. The right choice enhances user experience, while the wrong one can negatively affect performance, customer satisfaction, and overall brand impact.

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The authenticity of your app depends on realism. Features such as realistic makeup simulations, real-time AR integration, customization, scalability, and stable rendering should be incorporated. To achieve this, look for a reliable virtual makeup API that offers these capabilities, for example, GlamAR’s makeup API.

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3. Build the app concept & design its user interface

The first step is designing the UI/UX of your app. Choose a user-friendly interface to ensure an intuitive experience, then create wireframes and mockups to outline functionality, layout, and design elements. Prototyping tools should be used to build interactive versions of your app, allowing you to test the user flow and overall design.

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4. Allocate resources & manage investment

To deliver realistic makeup experiences, you’ll need high-quality digital assets, including textures, shades, and images. Collaborating with industry experts, such as makeup artists, will help you gather professional-grade assets.

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Building an advanced app also requires significant investment in skilled developers, technology licenses, testing, and marketing. While the initial cost may appear high, the return comes in the form of increased sales, customer loyalty, and brand recognition.

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5. Develop the app’s backend & frontend

For managing user data, authentication, and interactions, set up the server, database, and APIs. On the frontend, use the right frameworks and languages tailored to your target platform, whether iOS, Android, or web.

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For example, if your app will sell makeup products, the backend must include product catalogs, user profiles, and e-commerce integration. To minimize cost and effort, consider starting with an MVP version of your virtual makeup app.

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6. Customize your app for personalized user experiences

Nowadays, consumers expect personalized experiences when using an app. If you are wondering about launching a high-quality makeup app, customization is a must-have feature. Your app should resonate with your customers’ needs, preferences, and identities. 

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Following this, app developers should integrate skin tone matching solutions, face tracking and mapping technologies, personalized product recommendations, and more features into the app. Also, texture mapping, lighting, color blending, shading, and other makeup application algorithms will offer your customers a realistic virtual makeup experience. 

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7. Incorporate analytical features 

For your app’s enhancement and your brand’s evolution, it is essential to integrate analytical features into your platform. It will help you monitor your app’s progress through tracking user journeys, monitoring the popularity of different components in your app, deriving user insights, etc. In this manner, you can optimize your marketing campaigns and other business strategies. 

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8. Test & debug the app

It will help you detect glitches, bugs, and performance issues in your app. App testing displays if the app is working properly on every device, operating system, and screen resolution. Also, you can get feedback from the real users of your app to check the functionality of your app. Functional testing of your app will ensure compatibility and responsiveness. 

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9. Deploy, launch & market the app

After app testing, it is time to deploy and launch your app across your desired platforms, like iOS, Android, etc. To prevent any further barriers while publishing the app, you must follow submission guidelines and other requirements. Apart from these steps, you need to develop a marketing plan to promote your app with the help of social media, advertising, or influencers. 

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10. Update & maintain your app

It is important to encourage consumers to give reviews and feedback so that you can improve your app continuously. You need to update your makeup app with new features and user experiences. Quick fixing of bugs and other issues will help you maintain this app. Try to prioritize customer support so that your customers will get instant assistance on any trouble or queries they have. 

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How to offer virtual makeup try-on?

Virtual makeup try-on requires advanced AI technology to analyze the facial features of your customers in an accurate manner. It also ensures a precise and realistic makeup application that can follow your customer’s head movements. Therefore, virtual makeup providers should have realistic AR rendering for colors and makeup effects. 

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With an in-depth understanding of lighting and shading, virtual makeup looks will be as natural as possible. To meet your brand’s custom makeup requirements, you should select a provider that can customize to your unique needs and budget. As a result, your customers will receive personalized makeup experiences, and you can improve sales with customized virtual try-on solutions. 

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Tips to set up virtual makeup try-on solutions

If you want to build an AR-powered virtual makeup try-on for an app, you should follow some tips to optimize the experience for your customers:

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• Ensure accurate color matching and color SKUs for virtual makeup try-on to offer your customers improved and personalized shopping experiences. It will provide a better experience than in-person shopping. 

• Make the virtual try-on experience easily accessible for your shoppers so that they won’t get discouraged while finding this try-on solution. So, you can promote this virtual try-on tool on your homepage banner, run an ad campaign on social media, or keep the ‘try-on’ button on every product page. 

• Customize the virtual makeup try-on module to match your brand’s existing aesthetics and color palettes. Instead of a clunky add-on, it will look like an easy integration into your app. 

• Since it is impossible to release all SKUs at once in a virtual makeup try-on, you should prioritize the trendy SKUs in the market. Then, get them on board for a successful customer base, and then digitize the rest of your product catalog. 

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Why is a virtual makeup app important for a beauty brand?

Navigating the world of beauty and cosmetics will become easy with the adoption of virtual makeup try-on technology. It will improve the shopping experience of consumers. For beauty brands and retailers, it is now essential to give their customers an opportunity to test their products before buying. So, you should invest in this virtual makeup app for the following reasons:

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1. Digital shopping experience

At the current date, consumers demand online services in almost every sector. Gen Z especially spends most of their time online, either working, playing, or sometimes shopping. But they want more than just the digital shopping experience, as there are risks of fitting and matching issues. 

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So, virtual makeup apps allow them to try on makeup products in real time on their faces before making a purchase. It will enable them to test how the products would look on them and make a confident purchase. 

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2. Minimal return rates

According to a survey, e-commerce shoppers returned $428 billion worth of purchases in 2020. Most of them were due to wrong fit, size, and color. It shows the inconvenience of online shopping. But present-day customers prefer to shop online. As a brand owner, developing a virtual makeup app can provide your customers with the confidence to buy makeup products on digital platforms. 

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AR-enabled apps allow consumers to try on makeup products in real time without stepping out, and reduce your logistical costs. Apart from these, it will help you establish your brand’s loyalty. In this way, you can achieve higher conversion rates with fewer order returns. 

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3. Enhancing user engagement

The market for virtual try-on apps is contemporary. Big brands have introduced some of them. To get a strong foothold in the beauty industry, you can develop a virtual makeup app for your brand. It will not only improve your sales conversions but also enhance your user retention and brand loyalty. Integrating virtual try-on tools will help you outperform your competitors. 

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Best virtual makeup apps building SDK

I researched and tested some of the virtual makeup apps that can drive your brand’s goals of a virtual shopping experience. Finally, I picked the four best app-building SDKs for virtual makeup. In my opinion, they will be worth your time and investment. 

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1. GlamAR

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GlamAR provides an SDK and enables brands to develop a virtual makeup app. It allows you to offer your customers virtual try-ons for makeup products. It supports different makeup categories: lipstick, blush, lip liner, eyeliner, eye shadow, mascara, eyebrows, and others. I gave them all a try and found it useful for interactive shopping.

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Consumers can experiment with different shades and finishes of these makeup products until they find their ideal ones. If you request, GlamAR will provide you with more custom features for your makeup brand, such as buildable custom looks, multiproduct comparisons, and makeup tutorial creation etc. Most importantly, it is quite simple to add this SDK to your apps: add products>integrate>preview and launch. 

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The best part is that you can integrate this makeup SDK into multiple platforms: web, Unity AR, Android, iOS, in-store tablet, and in-store mirror. In this manner, you can help your customers shop online and offline through virtual makeup try-on technology. It will not only personalize their shopping experience but also provide customized product recommendations based on their facial features. 

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2. YouCam Makeup

Perfect Corp introduces this leading virtual makeup app for iPhone and Android users. It is an all-in-one selfie editor app that can transform the look of consumers with makeup filters. Also, it offers hairstyle try-ons, face retouch, and body editing tools. Now, your customers can enjoy virtual makeup try-on experiences. 

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The AI makeup transfer features provide a convenient and fun way to try on different looks, including celebrities’ appearances. It offers 1000+ filters to perfect the looks of consumers. Also, this app allows your customers to experiment with extensive makeup features for enhancing their lips, eyes, nose, eyebrows, and skin. 

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To get started with this app: your customers need to download the YouCam Makeup app> tap the ‘makeup’ feature within the app> select the new AI Transfer option> upload a photo of themselves> tap Add Look to upload an image of their makeup look> and the advanced AI technology will apply the look to their face. I found this app user-friendly. 

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3. Perfect365

It is a primarily free virtual makeup app that provides web app access with no installation. Here, consumers can get free trendy looks and tools. After trying the makeup looks, they can save those images instantly. It offers free trials. After 7 days, you can upgrade to plus benefits, such as 100+ Pro tools, 600+ premium trendy looks, etc.

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Perfect365 PLUS Membership enables your customers to save their desired makeup looks in HD without watermarks and with no interference from ads. They can try makeup looks through selfie videos or images. I downloaded this app from the Google Play Store and chose to try trendy makeup styles in photo mode.

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Following this, I uploaded my image and got a scope to experiment with three makeup looks in each of the ’Top 15’ categories. Then, I saved my best makeup look in SD resolution and shared it on my social media platforms. Also, I tried face makeup, eye makeup, nd lip makeup separately. I tested all the makeup features in live video mode, too. 

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4. BeautyPlus

BeautyPlus offers various tools for AI photo editing, video enhancer, and other designs. It is a free, browser-based app, but with limited features. It is also available on iOS and Android, as it is a mobile-first app. The portrait photo enhancer tool will allow your customers to apply virtual makeup on their faces. Now, they can try lipsticks, blushes, eyeshadows, contact lenses, and makeup filters to enhance their looks.

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On this platform, consumers can explore trending, aesthetic makeup on their selfies. They can try on preset iconic makeup looks, such as Hollywood retro, soft glam, smoky, K-pop, or airbrush makeup. Apart from these, BeautyPlus offers face editing tools to enhance the facial features of your customers through AI-driven skin smoothening, reshaping, and contouring. 

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I found this selfie face editor app easy to use, as I can select and adjust makeup effects on it. Rather, it will allow me to browse and choose makeup looks that can brighten my face for selfies. Here, I can try makeup looks in video or photo mode. The best part is that I can check out advanced makeup options after downloading this app on my Android phone. 

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Popular brands that are using virtual makeup apps

Considering the benefits of virtual makeup apps, famous beauty and cosmetics brands are introducing virtual makeup try-on tools. It will improve their customers’ beauty experiences as well as help them find the right products. Let’s discuss these brands and their virtual makeup apps:

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1. L’Oreal Paris

L’Oreal Paris has a makeup simulator tool that allows their customers to try on makeup products virtually. The virtual try-on tool uses AR technology to create real-time makeup applications to enhance the shopping experience of consumers. It is an accurate and inclusive skin tool that can automatically adapt to every skin tone. 

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The tool can detect 63 key landmarks on a human face and provides realistic makeup finishes. So, it is an authentic tool that will not store consumers’ image data and enables them to try on 400 shades. The color-matching technology of this tool offers interactive makeup finishes to women of different age groups and ethnicities. 

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I tried this tool and uploaded my image to apply foundation shades. I can also compare my before-and-after looks and save the desired look. From this platform, I can easily buy the right product for my skin tone after trying it on. I also tested other makeup products, such as blush, contour, concealer, etc. 

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2. Maybelline

Maybelline has a virtual makeup tool for consumers. They can use this tool to try on makeup products and create unique looks. They can browse the makeup categories and select the products they want to try on. Then, they can experiment with different shades and styles of various makeup products. 

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Consumers can use the slider to compare before and after looks of themselves. Plus. They can compare up to 4 products simultaneously to find their ideal combination. The tool enables them to try individual products and create a full face virtual makeover. 

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Maybelline also offers a foundation shade finder tool that allows shoppers to rotate their face 360 degrees for scanning. Then, consumers will select the finish and coverage. Finally, the AI will recommend the right foundation shade. 

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3. Sephora

Sephora has a mobile app, known as the ‘Virtual Artist’. Consumers can download the app from Google Play or App Store by scanning a QR code. They can browse and view the makeup products. Then, they need to tap ‘Try this shade’ to get a virtual makeup try-on capability. Thus, they can create a virtual makeover and share it with others. 

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The app scans the human face and detects facial features, like eyes, nose, lips, cheeks, for perfect product placement. It uses facial recognition technology to enable its customers to try on products anywhere. Consumers can recreate trendy makeup looks with the step-by-step makeup tutorial. 

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Also, the color match technology will help them to customize their makeup to their outfit. They can compare multiple colour swatches from a range of brands side-by-side on their virtual arm. In this way, Sephora encourages other beauty brands to integrate virtual makeup apps into their platform to offer improved shopping experiences for their customers. 

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“With 13+ million likes on Facebook alone, Sephora has an impressive following that can help promote the addition of augmented reality on their app,” said Marci Troutman, CEO of SiteMinis.

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4. Charlotte Tilbury

Charlotte Tilbury has a beauty app for their shoppers, available on Android and iOS devices. It offers virtual try-on experiences, paired with virtual consultations and live chat. Consumers can virtually try on makeup icons and enjoy their desired shades with’ Magic mirror online makeup try on’. While choosing any of the makeup products, shoppers will find the ‘try on’ button beside the products. It enables them to test products before making a purchase. 

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How to choose the best virtual makeup app?

Virtual makeup apps are not really about apps. Rather, they are about your customers whom you want to connect with. If you can promote any of these apps that are included in my listing, integrate them into your platform. Also, lay out the reasons to choose the particular app so that you can resonate with the evolving demands of your shoppers. 

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Understand the perks of each app and also consider their drawbacks while selecting one of them for your makeup brand. I would suggest that you use the app, which is comparatively safer and convenient to use. 

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Apart from these factors, your app should be device-friendly and require easy integration. Using a customer-centric approach will help you find the best option for your brand’s beauty experience. Above all, you can get expert advice before partnering with an app provider. 

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Conclusion

Since mobile apps can influence consumer behavior, a virtual makeup app can be a game-changer for your beauty brand. It keeps your business innovative by blending beauty experiences with technology. Depending on your business needs, you can choose different approaches to app development. Building such an app requires expertise across multiple domains, including programming, UI/UX design, and market research.

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One option is to engage a team of developers to create a custom-built app tailored to your brand. Alternatively, you can opt for white-label apps if you want to launch quickly without relying heavily on in-house expertise. White-label or SDK-based solutions are generally more affordable, though they still involve subscription or licensing costs.

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Custom-built AR apps, on the other hand, are more expensive but offer greater flexibility and branding opportunities. Partnering with an experienced app development company can make the process easier, enabling smooth integration of AR-enabled apps into your platform. Ultimately, such an app can become a powerful sales driver while appealing directly to your target audience.