Makeup shopping without the makeup
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Photo Credit: EZface

This app lets you try on makeup without the mess, and snaps beautiful selfies as an added bonus

Trying on makeup is fun, until you leave the department store with lipstick swatches on both hands. And who knows whose lips that gloss has touched besides your own?

Generally, the experience is not a pretty one. Israeli-based EZface has released a new app, called TryItOn, that lets you virtually try on makeup by analyzing the pigmentation of both the product and your skin. The real beauty of it is that you can try on products before you purchase them, while you’re standing right there in the store.

Available for iOS and Android, the app first asks you to upload a picture of yourself, or — even better — take a selfie au naturel. It then allows you to scan the barcode of the specific product, be it a mascara, eyeshadow, foundation, or lip color. Within a few seconds, the technology works its magic in order to achieve a realistic simulation of your updated appearance. All at once, the software measures skin tones, recognizes facial features, and applies the makeup with what it claims is 95% accuracy.

EZface describes the resulting picture as a “Virtual Mirror.” And if you don’t have friends nearby to be your second and third mirrors, TryItOn lets you easily share your makeover with others.

Photo Credit: EZface

Photo Credit: EZface

According to Rami Orpaz, the co-founder and CEO of EZface, 18% of makeup products are used no more than once. That means that nearly one-fifth of products quickly go to waste, as does the money spent on them.

EZface was co-founded by Orpaz and Ruth Gal when Gal faced this frustrating problem. She found it difficult to choose the right makeup products due to the fact that online websites and mass makeup stores, such as CVS, don’t even let the customer try on makeup before purchasing.

Considering that TryItOn has already garnered 65,000 users since its launch in the U.S. last month, many women seem to concur with Gal’s frustration. The app is directed towards women ages 15-35, who are both ardent consumers of cosmetics and early adopters of technology. Free to download, TryItOn makes its money through in-app advertisements for the consumer base of women interested in beauty and fashion, as well as through coupons from contributing brands.

The makeover takeover

The mobile scene has witnessed a “makeover takeover” of sorts, with a variety of apps now available to “try out” beauty products. Other makeup simulation apps include You Cam, Perfect 365, ModiFace, Taaz, and L’Oréal Makeup Genius.

TryItOn says it is distinctive due to its unique technology and extensive network of brand partners. Its database includes an astonishing 25,000 products from companies such as L’Oreal, Maybelline, Revlon, CoverGirl Physician Formula, Sally Hansen and Wet n’ Wild.

Orpaz believes the technology “will change the way women buy makeup.” He thinks the days of wasted makeup due to bad color matches are over.

This is good news for women whose budget for makeup is limited. Although there’s still no app that can protect them from old-fashioned bad taste.

Featured Image Credit: EZface

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Jenna Shapiro

About Jenna Shapiro


Jenna is a summer Geektime reporter and editor, and a student at Stanford University. She has a penchant for cool ideas and slightly crazy people, perhaps evident in her move from the Silicon Valley to Tel Aviv. As an English major who finds herself in tech hubs, she aims to change the world through tech and Steinbeck.

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