Available in the latest version of the Shopee application, the feature is powered by augmented reality (AR) and artificial intelligence (AI) technologies, allowing users to virtually try different shades of beauty products on their skin before buying them.

The company said in a statement that Shopee BeautyCam was launched following the acquisition of ModiFace, a company that creates augmented reality tech for beauty brands.

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"L’Oréal as the world leader in beauty thrives on innovation and bringing new experiences for our consumers. We also bring the best of our beauty products and technologies available worldwide to Indonesia so that our consumers here can have access to the latest beauty trends," said the company's consumer product division general manager, Manashi Guha, in the statement.

Guha said that Shopee BeautyCam users could try different shades of Maybelline New York, L’Oréal Paris and NYX Professional Makeup products on the platform prior to making a purchase.

“This combination of augmented reality and artificial intelligence technologies addresses a core need of service, which was not available online. We aim to make online shopping seamless and easy with BeautyCam,” said Guha, adding that the technology would be launched across platforms in Indonesia soon. (jes/kes)