For years, beauty consumers have been stuck in a conundrum: either they take time out of their lives to travel into the store to search for new beauty products, or they take a punt online and hope the products in their cart are suitable for their skin and match their skin tone.
For the busy, introverted, or cash-strapped consumer, it was a lose-lose situation.
But with recent advancements in technology, that has already begun to change. The latest revolution to transform the shopping experience is VTO - or virtual try-on technology. Powered by artificial intelligence, VTO allows consumers to experiment with makeup, hair colours, and accessories all from the comfort of their own homes.
In this article, we’ll look at the rise of VTO, why it matters, and what the future holds. Keep reading to learn more…
The rise of AI
The foundations of the beauty industry were built on the human experience.
This flawed yet trusted model resulted in the biggest beauty brands displayed loud and proud on high streets around the world, replete with the intoxicating smell of myriad creams and lotions.
And this might have remained the norm, had the world not experienced the biggest shake-up in human history at the start of 2020.
The pandemic brute-forced a shift in consumer behaviour worldwide, forcing businesses large and small to adopt a strong online presence, regardless of how effective it was for their industry.
This seismic shift towards digital turned shoppers, who once relied on the tactile, in-person experience to make their shopping decisions, to demand a way to replicate this personal touch via their screens.
The need was clear, and even years after the fact, consumers are still showing a great reticence to return to the old ways. Customised, immediate, and engaging solutions are the future.
But the 2020s weren’t content with bombarding civilisation with one life-changing disruption. Behind the scenes, AI was on the rise, ready to blow the fundamentals of ecommerce out of the water, the same way an airborne pathogen had to the high street.
Augmented reality has been round for a while. Companies have tried and failed to bring it to consumers for years, but never quite managed to nail exactly why consumers should use it.
But now it had the perfect companion. Utilising the might of artificial intelligence, the early iterations of VTO were taken to a whole new level.
Gone were the days of simplistic filters that survived on limited data. Today’s systems analyse facial features, detect skin tones, and adjust digital makeup, all in real time to provide the closest thing to an in-person experience from the comfort of your home.
Recognising the potential, early adopters began to experiment with digital overlays - now enhanced with AI to provide a level of interactivity hitherto unseen. And before long, the world had taken note.
And it liked what it saw.
It’s no surprise that luxury brands and budding startups are jumping on the digital transformation bandwagon. VTO not only irons out the pain points of the old ways, it kicks down the door to a world of incredible opportunities ready to set the beauty industry ablaze.
How does virtual try-on technology work?
Utilising the power of augmented reality to overlay digital product representations onto your image, sophisticated computer vision and image processing algorithms work in tandem to detect and track facial features and body contours.
When the user points their device at their face, the system automatically knows exactly where to apply that swatch of foundation, or dash of lipstick.
But it doesn’t stop there. Machine learning algorithms then make the experience more personable, by adjusting to unique skin tones, facial features, and even the lighting conditions. All of this is done in real time, so the user gets to see the end result just as clearly as if they’d applied it themselves.
There are a few flavours to VTO technology. Face mapping extracts details from a selfie to pinpoint your skin type, undertones, and key features. AI-driven overlays then apply digital layers that mimic the exact appearance of makeup, giving you a true-to-life preview.
Some platforms even use advanced 3D modelling, which creates realistic digital copies of products that interact naturally with light and gravity, delivering an experience that’s as close to real life as possible.
Today’s VTO is incredibly adaptive. Want to experiment with a bold new eyeshadow or find the perfect foundation match without leaving home? Virtual try-on tools let you do just that. The outcome is a dynamic, interactive experience that makes beauty experimentation fun, easy, and risk-free.
TLDR: AR + AI = VTO
What are the benefits of VTO for consumers?
Virtual try-ons are the pinnacle of convenience. No more scheduling in-store appointments or battling with testers that run out too quickly.
Shoppers can try out multiple looks in a matter of minutes, each with minimal fuss, and zero clean-up. It transforms the ordinary into something engaging, colourful, and entirely bespoke.
Visual assurance is immediate, and inconsequential. Stripping away the uncertainty leaves buyers confident that their new purchase will suit them. AI-driven recommendations tailor product choices to their unique attributes, so every swipe, dab, and blend feels trustworthy.
Now your smartphone is your personal beauty studio, open 24/7, and available anywhere. Breaking down those geographical barriers makes it more accessible to everyone.
What are the benefits of VTO for businesses?
In 2024, the VTO market was valued at $11.3 billion, and this is expected to grow 26.4% to $46 billion by 2030.
Why the huge growth? Simple, when consumers get a realistic preview of a product, hesitation turns to action. This boost in confidence directly translates into higher conversion rates, as shoppers who try products virtually are more likely to add items to a cart.
Buying with certainty means fewer surprises on delivery. VTOs give consumers the knowledge they need to make the right choice the first time, in turn slashing those annoying return rates.
The other great thing for businesses is that VTO sells itself. If one thing is clear, the internet loves VTO. Social media has fast become the perfect playground for VTO tools. Influencers and collaborators alike are amplifying their reach by demonstrating the magic of VTO, and audiences are taking notice.
Beyond the bottom line, a memorable, immersive shopping experience deepens the bond between brand and consumer. It’s as close to having a beautician sit in their bedroom as it’s going to get without a bit of light kidnapping.
Consumers presented with personalised recommendations and intuitive VTOs are more likely to return time and time again, building a lasting loyalty in the process. When paired with additional AI tools, such as virtual assistants capable of providing useful, personalised customer support, this bond is strengthened.
Embracing cutting-edge technology sets a brand apart from the competition. The conversation around AI remains uncertain, but this won’t last. Before long, the doubters will be faced with a choice: adopt, or fade away. And as more brands join the revolution, the share of wallet starts to shrink.
Offering AI-powered VTO tools sends a clear message: this is a brand that’s innovative, forward-thinking, and crafted for the modern consumer.
The importance of accuracy
As with most things in life, in the world of VTO, there exists a delicate balance between good and bad.
Traditional VTO systems often relied on superficial filters that exaggerated or misrepresented product effects. When that virtual look doesn’t match reality, consumers will be quick to voice their disappointment, and trust can quickly erode.
Inaccurate virtual simulations can inadvertently bleed into false advertising, so brands need to be cautious. Discrepancies between digital promises and physical reality may not only lead to disappointed customers but also invite regulatory scrutiny.
The answer lies in integrating scientific rigour into VTO technology. By incorporating clinical data and efficacy test results, brands can refine virtual simulations to mirror actual product performance. AI systems that personalise results based on individual skin conditions and real-world testing create experiences that are as truthful as they are enticing.
The future of VTO
If one thing is for certain, it is that AI is not slowing down. Ceaseless advancements in AI, AR, and body scanning technologies will continue to improve the service provided by virtual try-ons, blurring the line between digital and reality.
As tech improves, the convergence of online and offline shopping will come to a point where the virtual journey informs in-store recommendations and vice versa. This sophistication of personalised recommendations will continue to evolve, with AI foreseeing the beauty needs of the consumer even before they realise.
Widespread adoption will further these advancements, as businesses look to find new and innovative ways to outperform their competitors. This, in turn, will streamline and strengthen the user experience as the customer journey becomes evermore tailored to them.
The future is not just digital, it’s exquisitely bespoke.
Embrace the future with Velstar
Virtual try-ons and AI are transforming the industry, but without the tools and knowledge to effectively utilise them, businesses risk being left behind.
This is where Velstar can help. With an AI-focused mindset, we are uniquely positioned to guide businesses through the world of artificial intelligence, helping them to adopt this innovative technology in a way that can grow their business.
To learn more about our services, get in touch.
