New web platform lets users try on makeup from their computers

Toronto-based augmented reality platform developer ModiFace Inc. has released E-Commerce 2.0, a browser-based modification that allows users shopping for beauty products to try on lipstick or eyeshadow while browsing their favourite retailer’s website.

To use the feature, all users need do is look into their webcam or mobile phone camera while browsing a compatible website and ModiFace’s facial tracking technology will instantly map their features and render makeup onto their faces in three dimensions, so that as they watch themselves move around on-screen, they appear to be wearing the colours of their choosing.

So far, the program has been integrated into the Virtual Artist website of French cosmetics chain Sephora, and will be added to several partner websites over the next few months, ModiFace said in a statement, though it did not specify which ones.

The original E-Commerce tool, which allows users to modify photographs, was released in November 2014 and now powers more than 150 website and mobile apps for beauty brands such as Allergan, L’Oreal, Unilever, and Yves Rocher, in addition to Sephora. According to ModiFace, the apps have been downloaded nearly 60 million times.

“AR on product pages can boost conversions, but it needs to be done right, it needs to be realistic, and it needs to be extremely simple,” ModiFace founder and CEO Parham Aarabi told

Would you recommend this article?


Thanks for taking the time to let us know what you think of this article!
We'd love to hear your opinion about this or any other story you read in our publication.

Jim Love, Chief Content Officer, IT World Canada

Featured Download

Eric Emin Wood
Eric Emin Wood
Former editor of turned consultant with public relations firm Porter Novelli. When not writing for the tech industry enjoys photography, movies, travelling, the Oxford comma, and will talk your ear off about animation if you give him an opening.

Featured Story

How the CTO can Maintain Cloud Momentum Across the Enterprise

Embracing cloud is easy for some individuals. But embedding widespread cloud adoption at the enterprise level is...

Related Tech News

Get ITBusiness Delivered

Our experienced team of journalists brings you engaging content targeted to IT professionals and line-of-business executives delivered directly to your inbox.

Featured Tech Jobs