Nykaa in collaboration with L’Oreal launches 'ModiFace' technology!

This technology helps to create an enhanced beauty experience for makeup enthusiasts.

The country's leading lifestyle destination will make available L'Oreal's advanced, Al-powered virtual try-on technology 'ModiFace'. This technology helps to create an enhanced beauty experience for makeup enthusiasts. Over the years, Nykaa has continuously kept pace with changing customer expectations and has actively deployed the latest in technology to augment the experience of discovering and buying beauty online.

Power of AR (Augmented Reality) in Makeup Industry

The ModiFace Technology will enable virtual try-on on Nykaa's website and mobile app helping shoppers purchase their desired beauty products across categories, starting with the L'Oreal range of products. With the acquisition of ModiFace in 2018, L'Oreal has been at the forefront in offering virtual try-on for beauty.

The uniqueness of the ModiFace technology lies in its photo-realistic results and Al-enabled shade calibration. The Augmented Reality (AR) simulation of each shade is done automatically - based on an Al-powered analysis of information provided by makeup brands along with visuals and descriptions of the products on social media. ModiFace ensures safety and hygiene in the post-pandemic world. Its virtual try-on technology uses an advanced face tracker algorithm that detects lips, eyes, cheeks, and hair and applies virtual cosmetics, to give a real-time, true-to-life view of the products.

Top executives comment on this collaboration

"As a digital-first company, we are continuously thinking of ways to enhance the shopping experience on our platforms. Our partnership with l'Oreal to introduce ModiFace technology allows us to provide a rich, immersive buying experience to our customers. With the new Al-powered virtual try-on option, customers on Nykaa can now confidently make a choice from our wide range of options-wherever they are, whenever they want!" said Anchit Nayar, CEO E-commerce Beauty, Nykaa.

"As part of our evolution into a Beauty Tech company, L'Oreal is reinventing the beauty experience for consumers. The ModiFace technology harnesses Al and AR technologies to provide a personalized and customized experience in the low-touch economy. We are excited to bring ModiFace technology to Nykaa users who can now easily try on a host of L'Oreal products and choose the shades that suit them best. We believe that this partnership with Nykaa will transform the e-commerce shopping experience for consumers," said Pankaj Sharma, Director, Consumer Products Division, L'Oreal India.

There is a positive reaction to this news, as the share opened a 2.6% gap up in the morning session at Rs 2,069. At 12.40 PM share was trading at Rs 2,105, 4.2% up for the day.