E.l.f. Cosmetics has always been at the forefront of digital innovation and is often the first beauty brand to venture into unknown virtual territory. Last week, e.l.f Cosmetics announced that the brand launched one of the first beauty shopping apps for Apple Vision Pro, the new spatial computer from Apple that blends digital content with the physical world.The “your best e.l.f.” visionOS app is available exclusively on Apple Vision Pro and includes revolutionary features that incorporate the device’s three-dimensional (3D) user interface, which users control via intuitive hand and eye movements.Your best e.l.f encourages users to explore three unique sensory experiences—Big Mood, Camo Cove, and Halo Glow—inspired by e.l.f’s holy grail products. The spatial experience transports users to a colorful virtual world that's populated with an assortment of 3D e.l.f. products and encourages users to discover the best versions of themselves. The interactive environment hosts a number of relaxing activities, such as guided meditations, stretching exercises, and an interactive paint-by-numbers game. Customers can also purchase e.l.f. products through the app using Apple Pay.Created in partnership with Obsess, a shopping platform and visionOS developer, all in-app products and scenes have been modeled in 3D and rendered at a 4K display from each eye of the device to create a totally immersive branded experience."The `your best e.l.f.’ is a space where the e.l.f. community can indulge in a deeper relationship with the brand through immersive exploration and branded games,” says Neha Singh, CEO and founder of Obsess, in a statement to the press.