The beauty industry has been slow to harness the full potential of technology to boost in-store footfall and customer loyalty, but people are beginning to enjoy the benefits of augmented reality to discover products and test new looks – an integral part of shopping for make-up.

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?

In an effort to entice customers back to actual stores, Saks Fifth Avenue is installing AR tech in its cosmetic departments, so people can experience a host of virtual options. These efforts cater to luxury shoppers who want a seamless, hassle-free experience before spending big.

As people become less tolerant of just being presented with Eurocentric beauty ideals, they’re expecting brands to step up to the mark and cater to all individuals. From promoting natural hair to recognising the Fenty effect, they want better support and representation for real people and real standards.