ModiFace has partnered with Amazon to provide the e-tailer with its AI-powered technology, whereby Amazon customers will now be able to virtually try-on lipstick by using the front-facing camera on their mobile phone. The news was first announced Wednesday during a presentation by L’Oréal CMO, Gretchen Saegh-Fleming, at WWD’s annual Beauty Summit in Manhattan. L’Oréal acquired Modiface in 2018.

Parham Aarabi, CEO of ModiFace, said, “We are delighted to team up with Amazon to provide its customers an Augmented Reality makeup try-on that offers highly realistic results and makes online shopping even more comfortable.”

Nicolas Le Bourgeois, Head of Amazon Beauty, said the new AI-powered virtual experience will allow for “Amazon customers to now conveniently try-on thousands of lipstick products, save photos on their devices to share with friends and ultimately purchase with greater confidence – wherever they are, whenever they want, with products delivered right to their doorstep. This launch is another important milestone in our vision to be the best possible place for customers to discover and buy beauty products online.”