READY FOR THE FUTURE OF COSMETICS? What is »beauty tech« and how is it changing the beauty industry?

April 5, 2022

Digital technology has transformed the way we live our lives and has also entered into this multi-millennia-long journey of cosmetics and beauty, tranforming it completely. Big beauty brands have increased investment and are adopting technologies, such as Artificial Intelligence (AI), Augmented Reality (AR), to deliver high-quality and personalized experience.

Beauty and technology (Photo: Unsplash)


“Beauty tech is all about delivering high-quality and personalized experience with the help of latest technological advancements, such as Artificial Intelligence and Augmented Reality.”

Powered by Artificial Intelligence and boosted by Augmented Reality, technology turns ideas into breakthrough products and unsurpassed consumer experience on multiple channels. Technology partners with Beauty to innovate and personalize for the future.

Although »beauty tech« dates back to the days of boxed computer programs (Cosmopolitan magazine put its name on »virtual makeover software« all the way back in 1998), it’s only recently that bigger brands have started to invest heavily in the space.

One of the firsts to go on this big, was cosmetics giant L’Oréal. In 2014 L’Oréal launched »Makeup Genius«, a virtual makeup mirror that worked on smartphones, and it become the first adoption of augmented reality in beauty to really go mainstream.

The interest has mainly been driven by advances in smartphone technology and the growing threat of independent, digitally native beauty brands, which have grown market shares by leveraging social media, influencer marketing and eco-friendly practices. To add to this, under Covid-19, lockdown and safety concerns over human contact have meant that this kind of disruptive tech has become the norm.

»Big data« (Photo: Pixabay)

Primarily driven by Artificial Intelligence, there are now a number of apps and devices that can assess, monitor, and evaluate people’s skin, hair type etc. With this data, such devices can generate unique recommendations and treatments – which is the key intersection between beauty tech and personalization. 


“Technology is stepping in the beauty world to create safer, more efficient, effective and harmonious products for the users needs, preferences and their lifestyle.”

The beauty shoppers know exactly what they want. That is why beauty technology is primarily driven by an increasing demand for personalisation and tailor-made formulas, products and services. The goal of the best Beauty Tech is all about individuals and about giving them the tools providing ultra personalization. By incorporating intelligent algorithms into their databases, brands can now analyze purchase patterns and consumer behavior to create safe, efficient, and effective products that are – most importantly – in demand.

It all starts as an algorithm – a computer’s version of a to-do list – to decipher exactly what their customers like and use, how they use them and how they can use them more effectively to benefit them.

Estimated to reach $805 billion (£651 billion) by 2023, the global wellness and cosmetics market has been injected with adopting the new technologies to be transforming the consumer experience, creating new opportunities for greater personalisation and tailor-made formulations.

Personalization (Photo: Unsplash)

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NINU smart perfume (Photo: Personal archive)

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