L'Oréal and Facebook Bring Virtual Try-Ons to Instagram Shopping with ModiFace

June 24, 2021

L’Oréal and Facebook have announced a technology platform integration with ModiFace, L’Oréal’s owned augmented reality and artificial intelligence company, to bring AR-powered makeup try-ons to shopping on Instagram.

Facebook’s AR platform Spark AR and ModiFace are providing a technology that brings the quality and accuracy of AR makeup experiences developed by ModiFace to Instagram Shops. Consumers can navigate to the brand’s Instagram page, find a product, and virtually try it before they buy.

NYX Professional Makeup, Urban Decay, Maybelline New York and Lancôme are the first L’Oréal brands to arrive on Instagram Shops with AR try-ons for their lipstick products. More Group’s brands and makeup categories are planned to follow.

“ModiFace has pioneered AR technologies and developed realistic and accurate virtual try-on experiences for more than a decade. In an age where social commerce is becoming increasingly important for consumers, this new step in our collaboration with Facebook will contribute to make shopping for beauty products on Instagram more convenient, easy and fun”, said Parham Aarabi, CEO and co-founder of ModiFace.

“AR Try On is an exciting new foray within Facebook that’s already helping people shop online with more confidence. Through this new integration with L’Oréal, shoppers can expect a more personal shopping experience from even more of the brands they love, right where they’re already finding beauty inspiration: on Instagram,” said Sue Young, Head of Spark AR, Facebook.

Facebook will also integrate ModiFace AR try-on into new advertising formats on Facebook app.