ModiFace, Amazon partnership allows Canadian shoppers to try on cosmetics virtually

ModiFace Amazon Canada partnership

Toronto-based ModiFace’s artificial intelligence (AI)-powered technology, which allows customers to digitally test makeup products on themselves, is now available on Amazon in Canada.

“Thanks to precise colour rendering, enabled by our unique AI-powered technology, shoppers can easily try on thousands of makeup products available on Amazon Canada and purchase the shades that fit them best,” said Parham Aarabi, ModiFace’s CEO and founder.

ModiFace’s tech works through the front-facing camera of mobile phones.

“We are delighted to team up with Amazon Canada to provide its customers an Augmented Reality makeup try-on that offers highly realistic results and makes online shopping even more comfortable,” Aarabi added.

ModiFace, which was acquired by L’Oréal in 2018, provides augmented reality (AR) tech to the beauty industry.

The technology, which is run on Amazon Web Services, works through the front-facing camera of mobile phones, via live video, selfie, or model picture. It provides AI-enabled automatic shade calibration, which L’Oréal said allows retailers to incorporate the virtual try-on experience for a wide variety of makeup products like lipstick, eyeliner, and eyeshadow.

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According to L’Oréal, ModiFace’s AI-powered technology analyzes available visual and textual information on cosmetic products and uses it to render specific colours via AR. It collects and interprets information provided by makeup brands, and images and descriptions of particular products available on social media. L’Oréal touts the technology as a “safe and secure” way for customers to test cosmetics.

ModiFace’s other patented technologies include 3D makeup simulation, anti-aging and skin care simulation, and hair style simulation. The company was founded in 2007.

“With new technologies such as our AI-powered virtual makeup try-ons, the beauty market is witnessing a true revolution in services, enabling a much richer relationship with the consumer,” said Robert Beredo, L’Oréal Canada’s chief digital officer. “Gaining their trust and attention is critical for us, and this new service helps us to provide them with a safe and secure way to test their favorite products.”

Through the Amazon partnership, ModiFace’s tech is now available in Canada for L’Oréal Canada’s L’Oréal Paris, Maybelline New York, and NYX Professional Makeup brands. The technology is reportedly the first of its kind on Amazon Canada.

Image source L’Oréal USA

Josh Scott

Josh Scott

Josh Scott is a BetaKit reporter focused on telling in-depth Canadian tech stories and breaking news. His coverage is more complete than his moustache.

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