Estée Lauder is the latest beauty brand to launch an augmented reality (AR) function on its website, which allows customers to virtually 'try on' different shades of makeup.

Customers viewing Estée Lauder's products online can upload a photo of themselves or start a live video in order to virtually test out different shades of lipstick and eye shadow.

“We are delighted by our partnership with ModiFace which has resulted in an incredibly realistic and accurate representation of our products through Augmented Reality technology,” said Stephane de La Faverie, global brand president at Estée Lauder. “We are especially delighted that this capability is provided to our consumers across all platforms, including mobile, web, and tablet, directly on the product page where it can make the biggest impact.”

The AR technology includes the latest updates to WebGL technology, so each of the Estée Lauder makeup shades are recreated digitally with the optimum texture and finish. The integration also uses ModiFace’s latest generation facial tracking technology to accurately map the contours of the eyes and lips in live video mode.

Parham Aarabi, founder and CEO, ModiFace, said: “Our latest web AR technology combines the latest advances in AI, facial tracking, and computer graphics to result in a realistic, widely usable, and practical application that has been highly optimised for improving the online beauty shopping experience. We are extremely excited to bring this unique technology to market with Estée Lauder, one of the world’s most renowned beauty brands."

Aarabi added: "But what is most exciting is that this is just the start. We look forward to an incredibly eventful few years ahead as we work on several extremely unique AR applications with our partners at Estée Lauder.”