“First-of-its-kind” AI beauty app helps visually impaired users apply makeup more easily
Beauty giant Estée Lauder Companies (ELC) UK & Ireland has launched its Voice-Enabled Makeup Assistant (VMA), a first-of-its-kind, AI-powered mobile app to help visually impaired users more easily and confidently apply makeup.
The firm says the app marks a “significant step” towards inclusive beauty to support the two million people in the UK who have sight loss.
ELC’s ambition for the launch of VMA is to support the visually impaired community by further enabling self-expression and self-empowerment through their relationship with makeup.
VMA was created in tandem with visually impaired individuals who expressed the need for technology that can empower them with more independence to apply their makeup with confidence.
Michael Smith, Chief Information Officer for The Estée Lauder Companies, commented: “We are committed to building innovative technology solutions that make beauty truly inclusive to everyone. We are thrilled to bring the experience of independently applying makeup to the millions of people that are visually impaired.
“Technology is a powerful tool to drive inclusion and we are delighted to be first to market with this pioneering app.”
The app uses voice instruction technologies to assist the user in makeup application; users receive audio feedback and tips on whether their lipstick, eyeshadow, or foundation is evenly applied.
Using AI, VMA identifies makeup applied on a user’s face and assesses the uniformity and boundaries of application and coverage. VMA identifies any areas on the face that may require more accurate application and audibly describes where touch ups may be needed.
“As a company, we are deeply committed to playing our part in creating an inclusive beauty industry,” said Monica Rastogi, Executive Director, Corporate Cultural Relevancy and Inclusion and Diversity at The Estée Lauder Companies UK & Ireland. “The launch of our Voice-Enabled Makeup Assistant is an important step in our journey towards makeup accessibility for all by removing barriers to engaging with beauty products and services.”
The VMA App will initially be available via the Apple App Store in the UK and esteelauder.co.uk.
It is targeted to launch on the Google Play store within the year and across other ELC brands and markets in the near future.
Future versions of the app will offer expanded services, with the goal of providing new features, including looks to choose from and makeup education tools to help visually impaired users better utilise ELC’s products and services.
An inclusive beauty innovation was also featured at CES 2023. HAPTA by L’Oreal, a handheld, ultra-precise smart makeup applicator for disabled users, was named a CES 2023 Innovation Award Honoree. Find out more about HAPTA, and the 13 other accessibility award winners, here.