Google bets big on AR beauty

Google is introducing new augmented reality tools for beauty consumers and brands, including additional virtual product try-on and AR ads, and introducing the functionality to the mobile web. It’s part of Google’s bigger push to make AR features widely available in search on mobile.

From today, Google will allow people to virtually try on hair colours and foundations on their own image, as well as on model images, in both the Google app and on the mobile web. Users will be able to search for a foundation or hair colour type or name from a participating brand in Google on their smartphone’s web browser, select a product and tap “try on”. This is the first time that Google will offer AR beauty try-on on the mobile web; previously, it was only available in the Google app.

Over the coming weeks, the functionality will be expanded to all of Google’s existing AR beauty categories, including eyes and lips. Mac, Urban Decay and Covergirl are among the 50 brands that offer AR try-on for beauty products via Google, while Revlon, Splat and L’Oréal’s suite of brands, are among those offering it for at-home hair colour.

Google is also introducing AR beauty ads for lip and eye products, with foundation to come, meaning people will be able to view beauty products in ads on various model images.

Google began offering AR beauty try-on in its app in 2020, where it already allows users to try products on their eyes and lips on both models and their own image, and try foundations on supplied model images. Expanding to the mobile web is a significant change, as it widens the potential pool of people who are likely to use Google’s AR beauty features, says Lilian Rincon, senior director of consumer shopping at Google. Rincon says that, in the last six months, Google has seen increased momentum behind AR shopping from both brands and consumers. A pop-up Google AR event in New York this past weekend with Pat McGrath Labs attracted a crowd of consumers.