India’s leading fashion and beauty destination, Myntra has introduced a new feature called ‘Looks Virtual Try-On,’ aimed at transforming beauty shopping in the country. This complete makeup try-on tool enables customers to experiment with multiple beauty products, including eye, face, and lip makeup, from their devices.
The ‘Looks Virtual Try-On’ feature allows users to recreate full makeup looks virtually, beginning with styles from the Le Défilé L’Oréal Paris Fashion Week, where Myntra Beauty has been the official beauty partner for the past two years. Developed in collaboration with ModiFace, this technology aims to bring high-fashion makeup trends directly to customers’ screens.
Building on the existing Virtual Try-On (VTO) feature, the new tool adds personalisation to the shopping journey by allowing users to test various makeup products simultaneously, including foundation, eyeshadow, lipstick, and blush. Customers can add recommended products to their cart with a single click for a seamless shopping experience.
The feature was launched in three phases, initially featuring four to five runway looks from L’Oréal Paris, as demonstrated by global ambassador Alia Bhatt during Paris Fashion Week. The first phase includes selections from L’Oréal and Maybelline, with plans to expand to 10-12 additional brands in subsequent phases, ultimately covering all makeup brands. Future updates will include try-ons for nail and hair colour, further enhancing the beauty shopping experience.
To increase visibility and accessibility, the ‘Looks Virtual Try-On’ feature will be prominently displayed on the Myntra app through product page nudges, integration across the app, and social media and influencer-led campaigns.
Raghu Krishnananda, Chief Product and Technology Officer of Myntra stated, “At Myntra, we’re seamlessly blending technology across Beauty and Fashion and beyond to create extraordinary shopping experiences. With ‘Looks Virtual Try-On,’ we’re pioneering the ability for customers to virtually try on complete multi-product makeup looks directly from their devices. This launch represents more than just a new feature; it’s revolutionizing the way India shops for beauty products.”
Myntra’s beauty tech innovations have previously redefined the online shopping experience. The existing Virtual Try-On feature has resulted in a 1.5X surge in product consideration and a 2X increase in conversion rates, showcasing the impact of technology on customer engagement. Additionally, Myntra’s AI-powered Skin Analyzer and product finder tools have enhanced personalized shopping, positioning Myntra as a preferred destination for beauty enthusiasts seeking a tailored shopping journey.
