Augmented reality has already established itself as an exciting technology across several sectors, letting people visualise furniture in their homes and play real-world video games. How is it being harnessed in the beauty world to deliver personalised and seamless shopping experiences?

The beauty sector has evolved from an aspirational pursuit of perfection, to celebrating uniqueness and encompassing health and wellness. But as Gen Zers expect the products they buy to align with their values, beauty brands are having to go deeper below the surface to engage them.

Puig has launched a pop-up store in Paris allowing consumers to create their own perfume blends with the help of on-site experts – and purchase the device for at-home fragrance crafting. With the desire for personalisation growing, tech can tailor luxury goods and entice new audiences.

Japanese cosmetics giant Shiseido has bought start-up MatchCo, which provides people with a personalised foundation that matches their skin tone. This innovation supports the growing desire for personalised products, and demonstrates how tech can help beauty brands adapt.