Shiseido’s skincare subscription service offers busy Japanese women highly personalised skincare routines through a dedicated app that analyses their skin conditions. As people expect more personalisation from their beauty routines, brands are turning to tech to meet these changing needs.

Augmented reality has already established itself as an exciting technology across several sectors, letting people visualise furniture in their homes and play real-world video games. How is it being harnessed in the beauty world to deliver personalised and seamless shopping experiences?

As people eschew harsh ingredients in their skincare routine and learn more about what’s best for their skin, they’re embracing a new title: the skintellectual. With Americans filling their medicine cabinets with science-backed lotions and potions, how is the face of skincare changing?

Beauty company Estée Lauder has launched an in-store app that uses AI to match customers with the right shade of foundation. The feature not only taps into demands for personalisation, but it also adds an experiential twist in a bid to get more shoppers through the doors.