How “mirror, mirror on the wall” is becoming “filter, filter on my phone.”
Every day, millions of customers stare at beauty products online, wondering: “But how will it actually look on me?”
For beauty industry leaders, this moment of hesitation costs $13 billion in returns (1, 2) annually. The solution? It lies in virtual makeup technology that lets you try before you buy.
What customers actually want
Customers are no longer satisfied with generic product images and descriptions when shopping for beauty products online.
They crave the ability to see how a lipstick, foundation, or blush will look on their own skin before clicking “add to cart.”
This desire for a personalized experience is not just a passing trend; it’s a fundamental shift in consumer expectations.
One Reddit user captures this sentiment perfectly:
“Virtual makeup try-on lets me see what tones are flattering without the irritation of testing multiple lipsticks or ruining my foundation.”
The business impact of the “try makeup before you buy” approach
Brands that have embraced virtual try-on technology are already reaping the rewards.
Those that have implemented virtual makeup try-on tools have seen a remarkable 64% reduction in returns and a 2.4x increase in purchases compared to traditional online shopping methods.
➥ Read more in our detailed Cosmetics industry report.
These numbers underscore the tangible impact of targeting consumers with the personalized, interactive experience they crave.
The virtual try before you buy: A word of caution
While virtual try-on technology can yield staggering results, make sure to thread carefully. Much of today’s virtual try-on technology is built on a homogenous ground – a single photo of a Playboy model from 1971.
This oversight leaves a broad swath of your customer base underserved at best, and completely alienated at worst.
Dark-skinned customers are met with ashy, mismatched foundations. Asian customers find lip colors that clash instead of compliment. Middle Eastern customers cannot trust the shades they see on the screen.
Cosnova refused to accept this status quo. They went straight to the source – real people, in all their diversity. 1,550 skin tones measured. 15,000 images collected. 4,000 consumers surveyed.
They found 427 distinct skin tone variations, each with its own unique undertones and characteristics.
In our webinar, co-hosted by Cosnova, Stéphanie Anttonen, Brand Manager at Cosnova, said: “Making beauty accessible isn’t just about offering affordable products. It’s about creating solutions that make consumers feel good and bringing those solutions to all consumers. This is the real heart of our mission.”
She drives the point home with a powerful declaration: “We believe that no matter who you are, where you come from, or what your skin tone is, you should always be able to find a beauty product that is about you.”
This commitment to inclusivity isn’t just a moral imperative. It’s a business necessity.
Gen Z and Millennial consumers, the future of the beauty market, demand “phygital experiences” more and more. They prioritize diversity and inclusion, and they will spend their money with brands that reflect those values.
How to add virtual try-on technology to your brand
Integrating virtual makeup try-on tools doesn’t have to be complicated. Our solutions are designed to empower your brand with a seamless, inclusive, and hyper-realistic experience that meets the diverse needs of today’s beauty shoppers.
Embed directly
Our virtual try-on tools can be embedded directly into your website, offering a smooth and cohesive user experience.
Whether integrated on product pages or as a pop-up window, the technology adapts effortlessly to your existing platform. Customers can try makeup before buying with ease, ensuring confidence in their purchases.
Customize to your brand
One size does not fit all, and our technology reflects that. You can fully customize the virtual try-on interface to align with your brand’s colors, style, and voice.
This level of personalization ensures that your virtual try-on feature reinforces your brand identity while building trust with your audience.
Deliver inclusivity
Unlike many generic solutions, our virtual try-on technology is built on inclusivity. It’s powered by a database of thousands of real skin tones, ensuring accurate and realistic results for all customers, regardless of their complexion.
Report: The State of Inclusivity in Beauty
➥ Click here to get your copy of the report, packed with actionable insights, and find out what your customers demand.
Launch quickly
Our tools are easy to set up, requiring minimal time and resources. You can go live without delays, delivering an engaging and interactive shopping feature that’s proven to reduce returns and boost conversions.
Final thoughts
Virtual try-on technology is reshaping the beauty industry with proven benefits:
- It provides customers with confidence and convenience, enabling them to try before buying without stepping into a store.
- It reduces operational costs for brands by cutting down on returns.
- It creates more personalized and inclusive shopping experiences, fostering trust and loyalty.
Every day, millions of customers, especially Gen Z shoppers, continue to ask, “How will this look on me?” That single question is at the heart of a $13 billion challenge for beauty brands. But with the “try before you buy” approach, the answer is clear: confidence.
By embracing these tools, your brand can bridge the gap between uncertainty and satisfaction, turning returns into loyalty and doubts into conversions.
Contact us
Discover how to boost your growth with Arbelle’s premium virtual try-on solutions.
