Google brings augmented reality try-on to mobile browsers

Google is extending the reach of its augmented reality (AR)-based beauty shopping and advertising capabilities.

The tech giant initially began enabling consumers to visualize makeup looks and try on beauty products directly from online and mobile search results with AR technology in December 2020 and added AR-based foundation matching in November 2022.

Google said in a corporate blog post that shoppers interact with beauty products 10% more when AR is present. Following are highlights of its new AR-based beauty offerings, available as of Wednesday, Oct. 25, 2023:

Hair color try-on

In addition to the existing AR beauty categories of lips, eyes and foundation, Google is now rolling out hair color, starting with products from the L’Oreal brand suite. Consumers who are shopping for at-home hair color can see what different shades might look like on them or a selection from a diverse set of models. Other hair color brands, including Splat and Revlon, will be available to try on soon.

Foundation try-on

Google is also introducing a new AR foundation try-on option. While shoppers can still choose to see what a foundation shade looks like on a diverse set of 148 models, they will also have the option to virtually trying it on their own image. Consumers can search for a foundation type or name, select a product they are interested in and tap “try on.”

In addition to using the Google app, consumers can gain access to Google’s AR hair and foundation tools from any mobile browser in the U.S. AR-based lip and eye makeup try-on will also be available on the mobile web from Google in the coming weeks.

During the last year, Google has also made it easier to discover its AR try-on feature in search. Customers can currently shop more than 50 beauty brands using AR on Google. In the last six months beauty brands including Covergirl, Dior Beauty, Fenty Beauty, Laura Mercier and Makeup by Mario have made their collections available to try out on Google. The company also now accepts AR assets from a number of data providers, including PulpoAR and Perfect Corp.

AR beauty ads

Google shopping ads are now eligible to feature a new, inclusive try-on experience in place of the ad’s product image. Paired with relevant product information, brands have a new, AR-enabled, interactive way to promote their lip and eye products, with foundation coming soon.