In Brands, Exclusives, Marketing, Tech

In recent years, tech has permeated almost every aspect of our lives, from how we connect with each other to how we shop. In keeping with the times, the beauty industry is using tech in innovative, and even surprising, ways, allowing consumers to interact with brands in ways we never thought possible. We explore six brands that are helping to disrupt the industry and forever change the way we try and buy beauty. 

Perfect365: This app was created by the company responsible for the technology behind Samsung cameras, and is used by more than 100 million consumers worldwide. In the app, you can virtually “try on” different makeup looks from a variety of brands, including Naked Cosmetics, NYX Cosmetics, and Anna Sui, using a live augmented-reality mirror. There’s also a Pro version that allows makeup artists to create virtual looks and communicate with their clients via the app. On the B2B side, Perfect365 has a survey platform, which enables them to utilize their millions of consumers to provide custom research for brands.

Benefit Brow Try-On Experience: If brows are your main concern, has a new feature where you can experiment with a variety of brow styles. The brand has partnered with AR platform Modiface, which provides Next Generation Brow Transformation Technology to detect and simulate a user’s unique hair to recommend the ideal—and achievable—brow style and color.

SkinGenie: Specialists at your local beauty counter have traditionally made skincare recommendations based on how your skin looks and any concerns you communicate, but for those who want to take a deeper dive, SkinGenie makes recommendations based on your DNA. SkinGenie will analyze your genetic skin traits, like pollution defense, sensitivity to the sun, and collagen levels, and products are recommended based on how specific ingredients work, taking your personal preferences for qualities like gluten-free or organic into account. If you already have DNA testing from a service like 23andMe or, that data can be used. Otherwise, you can supply a saliva sample.

La Roche-Posay UV Sense: Ever wonder how much sun you’re being exposed to? This tiny wearable electronic sensor is activated by UV rays and provides real-time updates on your sun exposure. It collects up to three months of data using a powerhouse trio of a sensor, a capacitor, and an antenna, and stores that data in the UV Sense app, which also provides educational content about sun exposure. UV Sense is free with any La Roche-Posay Anthelios purchase on 

Knours: This new brand approaches skincare from a unique angle—the link between your skin and your menstrual cycle. The company has developed an app to assess your cycle and the changes in your skin throughout the month, and it provides you with skin are recommendations and tips based on your personal experiences. Their skin are collection is natural, nontoxic, and very high quality. A favorite is their rich and hydrating One Perfect Cream, which can be used both day and night.

Waft: If you like to have things your way, consider designing your own fragrance with Waft. Waft uses a simple online quiz to create a personalized fragrance based on your taste. You can even select the bottle artwork that you prefer.

Photo: Becca Tapert via Unsplash

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