Oreal announced today that it has acquired Modiface, a company that has been involved in the creation of many customized augmented reality beauty applications, including those of Sephora and Estée Lauder. L 'Real did not disclose the amount spent, but told Reuters that he now owns Modiface's numerous patents that help users to visualize makeup and hairstyles on themselves. The partnership makes sense since Modiface has already worked several times with L & # 39; Oreal, including the launch of its Style My Hair mobile application, which allows users to try different hairstyles. For that application, Modiface manually annotated 22,000 facial images to create the experience.
AR has become an important part of the beauty industry. Meitu, a company based in China that owns an AR makeup application, is worth billions of dollars. Several brands have released AR tools, and it is easy to imagine that applications are useful when smart mirrors eventually become one thing. L & # 39; Oreal also launched several devices, such as a UV nail sensor at CES this year. Since many of these makeup companies have relied on Modiface to launch their AR applications, the acquisition gives L & # 39; Oreal an advantage over its competitors who will now have to find another company that is thinking of AR beauty.