It’s no secret that technology is a huge part of most aspects of your lives. The beauty industry is no exception. L’Oreal even stated recently that it didn’t want to be the world’s top beauty firm, but was also striving to be the best beauty tech company. This is a clear indication that things are rapidly changing. Guive Balooch, the global vice president of L’Oreal’s Technology Incubator, states that “women have had the same beauty concerns for 30 to 40 years” and that technology means that consumers are more demanding these days. Balooch states that L’Oreal has to respond since customers are looking for customized products. Other beauty brands are following suit as well. Here are some of the ways that technology trends are impacting the skincare industry.

New Facials

If you’re looking for a new way to care for your skin, you may want to try the microcurrent facial. This facial delivers electricity at a low voltage to your skin’s cells to mimic your body’s electrical activity. The microcurrent facial repairs your skin and boosts the activity of collagen and elastin to make the skin firmer and more youthful. Microcurrent facials are also called “facial toning” since the currents exercise your facial muscles to break them down to strengthen them over time. You can also use this facial to tighten the pores and get rid of fine lines and wrinkles.

Microcurrent facials are an ideal beauty treatment for people who want to stop or prevent the aging process and it works well for people of all skin colors and types.

AI and Personalization

Balooch states that “50% of women complain that they can’t find the right shade of foundation for their face.” He also shares that darker-skinned women have been asking for more foundation options. However, Balooch points out that putting “thousands of shades” on the shelves of cosmetic stores isn’t practical. This is why Lancome, a subsidiary of L’Oreal, introduced a foundation machine that customizes makeup colors. The machine is called Le Teint Particulier, and it finds a precise match for your complexion through artificial intelligence. Your results go through a computer and you’ll be able to select your correct foundation color from 20,000 choices. This is similar to the way hardware stores mix paint to come up with exact colors for customers.

Try-On Apps

Since more customers are shopping online, beauty brands are using AR (augmented reality) to make the experience more enjoyable for consumers. AR is becoming more popular since image recognition is improving.

Popular cosmetics retailer Sephora offers the Virtual Artist. This feature allows consumers to try on eyeshadow and lipstick virtually at store kiosks or on their smartphones. The apps measure a user’s eyes and lips and track those facial features to properly place cosmetics. Customers can also take advantage of digital makeup tutorials and provide color matches so you’ll have an accurate idea of how certain products look before you buy them.

According to Sephora, customers have tried over 200 million shades using the Virtual Artist app since the technology debuted in 2016. Other companies, like German brand DM and Garnier, have also launched try-on apps.

While this technology is exciting, some critics say that the apps aren’t a substitute for sampling cosmetics in person. Innovation editor for Vogue Business Maghan McDowell states that these try-on apps aren’t “100% accurate” but can still be useful to customers.

Tools for Smart Skincare

If you’ve ever wondered whether a computer can accurately scan and rate your complexion, you may want to try the HiMirror. This is a smart mirror created by the New Kinpo Group in Taiwan. When you log in, the HiMirror takes a picture of your face to check for large pores, dark spots, fine lines, red spots, and wrinkles. The mirror then gives you a rating and provides customized tips and product suggestions.

Olay also provides a similar service named Skin Advisor and a new app called FutureYou Simulation that lets you see what your face will look like years from now based on your skincare routine. While some experts are excited about this, some skincare professionals say that these apps could damage people’s self-image if they see negative feedback.

These are just some of the innovations in the beauty industry based on technology. Since companies are working to meet customer’s needs, more apps and programs are likely to hit the market soon.