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Nigel TAYLOR Published
December 6, 2025
Digital retailer Very is making augmented reality a big part of its online beauty offer. The Very Group brand has launched virtual make-up try-on features that allow customers “to discover and choose products that best match their needs”.
Using ModiFace technology, customers shopping on Very’s app can now virtually try on 24 lip products from L'Oréal Paris, Maybelline and NYX.
And this is just a first beauty step, with the retailer planning to expand the use of augmented reality across more make-up, hair colour and nail products “to create a more immersive beauty shopping experience”, it said.
For now, Very’s mobile website, allows beauty customers to use the Benefit Brow Try-on technology to experiment with different eyebrow styles, shades and shapes, and receive recommendations on the products required to create those looks.
Paul Hornby, digital customer experience director at The Very Group, said: “Technology is a powerful tool in creating immersive, personalised digital customer experiences and we’re excited to be bringing that to life for customers shopping our beauty category by working with big brands like L'Oréal Paris and Benefit. By using tech to bring our customers closer to products, we can recreate the in-person shopping experience online and give them even greater confidence that they’re choosing the right products for them.”