The Ultimate Guide to AI Virtual Try On in Fashion & Beauty

Imagine being able to try on a bold lipstick shade, new glasses, or even a designer jacket—all without leaving your home. Thanks to AI-powered virtual try-on (VTO) technology, this is no longer a future vision. It’s now.

As e-commerce grows and physical retail adapts, AI virtual try-on is helping brands reduce returns, boost customer satisfaction, and create personalised shopping experiences.

In this guide, we explore the tools, technology, use cases, ethics, and real-world success stories behind the rise of AI virtual try-ons in fashion and beauty.

What Is AI Virtual Try-On?

AI virtual try-on enables users to visualise how products—such as Makeup, clothing, or accessories—will appear on them through augmented reality (AR), machine learning, and computer vision.

The goal is to enhance digital commerce with personalisation that replicates the in-store experience.

Unlike traditional AR, AI VTO adapts to individual face and body shapes, skin tones, lighting conditions, and even mood. It’s not just smart—it’s deeply personalised.

How It Works: The Tech Stack Behind VTO

AI-powered VTO combines multiple advanced technologies that work seamlessly to create realistic and personalised try-on experiences:

Computer Vision

This is the engine that allows systems to recognise and interpret images. In VTO, computer vision tracks facial landmarks—such as the corners of the eyes, lips, and jawline—or maps full-body proportions. Tracking of human features enables the precise placement of virtual products such as glasses, Makeup, or clothes.

Machine Learning

Over time, the system learns from user interactions. For example, if users consistently prefer warmer tones or specific fits, the engine will begin prioritising those suggestions. Machine learning also improves facial detection and product placement accuracy across different demographics and environments.

AR Rendering

Augmented Reality provides the visual layer by projecting lipstick, sunglasses, or outfits onto a live video feed or an uploaded image. High-quality AR rendering encompasses real-time lighting, shadows, and movement, resulting in a seamless blend between the virtual and physical worlds.

Neural Networks

These deep learning architectures simulate the behaviours of natural products. For example, a neural network might model how a cotton dress drapes on different body types or how a glossy lipstick reflects light differently depending on skin tone and ambient conditions.

3D Mapping

A 3D mesh of the face or body enables the try-on to move naturally as users turn or shift. A 3D mesh is especially crucial for eyewear and full-body fashion, where the fit and scale must respond dynamically to the user’s posture and angle.

Skin Tone Analysis

AI analyses undertones and pigmentation to ensure that makeup products, such as foundation or blush, match accurately. This process often utilises large datasets of skin images from diverse ethnicities and various lighting environments to generate inclusive recommendations.

Together, these components ensure that what you see in the virtual mirror is a close match to real-world experience, bridging the sensory gap in online shopping.

AI-Powered Apps and Tools Leading the Space

As virtual try-on technology becomes a cornerstone of digital fashion and beauty, several standout tools and platforms have emerged to define the space.

These apps don’t just add flashy effects—they combine real-time facial tracking, skin tone analysis, machine learning, and augmented reality to deliver powerful personalisation and product discovery.

Whether you’re a beauty brand looking to increase conversions, a fashion retailer aiming to reduce return rates, or a developer building the next big thing in AR, these are the platforms powering the revolution.

From deep-learning-powered makeup simulators to body-scan-based fitting rooms, here’s a breakdown of the most advanced and widely adopted AI virtual try-on solutions in the industry today.

Perfect Corp (YouCam Makeup, YouCam Nails, YouCam Video)

Perfect Corp is one of the most dominant forces in AI-powered beauty tech. Its suite of apps—including YouCam Makeup, YouCam Nails, and YouCam Video—powers realistic, real-time virtual try-ons for everything from lipstick and eyeliner to hair colour and skin analysis.

1. Advanced Tech: Uses a proprietary blend of computer vision, AR rendering, machine learning, and skin tone analysis to simulate cosmetics in real-time.
2. Face Tracking: Detects over 100 facial points with high precision, enabling accurate overlay of products even as the user moves.
3. AI Skin Diagnostics: Analyses selfies to detect pores, wrinkles, dark circles, and texture, then recommends ideal skincare routines or makeup coverage options.
4. Omnichannel Use: Brands can integrate Perfect Corp’s tech into mobile apps, websites, and in-store kiosks.
5. Brand Integrations: Trusted by global leaders like Estée Lauder, MAC Cosmetics, NARS, Neutrogena, and e.l.f.
6. YouCam for Business: Offers SDK and API solutions, enabling brands to embed try-on technology directly into their e-commerce platforms.
7. Try-On Types: Includes lipstick, eyeliner, mascara, eyebrow shaping, foundation matching, blush, nail polish, hair colour, and even virtual skincare overlays.
8. Analytics & Conversion: Includes performance tracking tools that enable brands to measure try-on-to-purchase behaviour, allowing them to optimise their offerings and maximise conversions.

Perfect Corp is considered a full-stack beauty tech partner, potent for direct-to-consumer (DTC) brands aiming for personalisation, inclusivity, and AR-driven conversions.

Modiface (L’Oréal subsidiary)

Modiface is one of the earliest pioneers in virtual beauty technologies and was acquired by L’Oréal in 2018, serving as its exclusive provider of AR and AI solutions. Major brands, including Maybelline, Lancôme, Urban Decay, and Amazon, widely use Modiface.

1. Facial AR & Simulation: Modiface utilises highly accurate facial mapping algorithms to simulate cosmetics in real time. The cosmetic simulations include lipstick, foundation, blush, eyeshadow, and even anti-ageing effects.
2. Skin Tone Detection: Utilises AI-powered tools to precisely detect skin tone and recommend optimal shades across various cosmetic lines.
3. Ageing Simulation: Enables users to visualise how various skincare regimens may affect signs of ageing over time, facilitating both prevention and treatment marketing.
4. Web & Mobile SDKs: Brands can embed Modiface tools into their websites, mobile apps, or even in-store kiosks.
5. API Flexibility: Modiface offers APIs for personalised makeup shade suggestions based on facial diagnostics.
6. Camera-Ready UX: Modiface is built to perform under varied lighting and camera conditions, making it ideal for e-commerce environments.
7. L’Oréal Integration: All of L’Oréal’s 35+ global beauty brands can deploy Modiface across their digital storefronts and campaigns.

Modiface remains a driving force behind AI innovation in beauty, particularly with its ability to scale globally while delivering hyper-personalised digital experiences to consumers.

Revieve

Revieve is an AI-driven beauty and wellness platform that empowers brands and retailers to deliver hyper-personalised digital experiences.

Its core technology enables users to perform selfie-based skin diagnostics, receive personalised skincare or makeup recommendations, and shop directly within the experience.

1. AI Skincare Diagnostics: Analyses facial features for up to 10 skin metrics, including hydration, redness, pigmentation, and texture, using a smartphone camera.
2. Product Matchmaking Engine: Maps diagnostic results to curated product lines from the brand’s catalogue.
3. E-Commerce Integration: Allows seamless transition from analysis to shopping with built-in checkout paths.
4. Brand Partnerships: Trusted by Ulta Beauty, Shiseido, No7, Marionnaud, and others.
5. Omnichannel Deployments: Supports use across mobile, web, kiosk, and retail mirrors.
6. Personal Wellness Advisor: Expanding into areas like haircare, supplements, and holistic health to provide 360° consumer support.

Revieve is ideal for Skincare and wellness-focused brands seeking to craft guided, science-backed digital experiences that drive conversions.

Zeekit (Acquired by Walmart)

Zeekit is a fashion tech platform that enables retailers to create realistic virtual fitting rooms for their clothing. Using body scanning and AI-based fit simulation, shoppers can see how clothes will look and fit before making a purchase.

1. Virtual Fitting Rooms: Users can upload a full-body photo or select from various model types to try on outfits virtually.
2. Body Shape Customisation: Allows shoppers to match virtual models to their height, shape, and proportions.
3. Brand Rollouts: Integrated into Walmart’s clothing lines, including Free Assembly, Sofia Jeans, and Scoop.
4. User Engagement: Offers side-by-side comparison views and 360° outfit previews.
5. Returns Reduction: Significantly lowers return rates by helping customers accurately gauge size and fit.

Zeekit stands out in the apparel industry for translating real-world physics into digital simulations that are both inclusive and scalable.

Style.me

Style.me offers an interactive 3D virtual fitting room solution tailored for fashion brands and e-commerce retailers. It blends fashion styling with real-time visualisation to improve consumer engagement and reduce uncertainty around fit.

1. Digital Avatars: Shoppers can create avatars matching their body dimensions for more accurate sizing.
2. Styling Tools: Enables mix-and-match outfit creation, accessory pairing, and side-by-side comparisons.
3. E-Commerce Plugins: Seamlessly integrates into platforms like Shopify, Magento, and BigCommerce.
4. Performance Analytics: Tracks engagement, conversion lift, and most frequently used items.
5. Realistic 3D Clothing Simulation: Clothes behave naturally, showing stretch, drape, and layering effects in motion.

Style.me is popular among DTC and mid-sized brands, offering premium personalisation without requiring custom development.

Virtooal

Virtooal is a virtual plugin try-on solution focused on accessories, including eyewear, jewellery, and headwear. The company offers lightweight, browser-based technology optimised for retailers with less technical infrastructure.

1. Web-First Deployment: No app required—runs directly in desktop and mobile browsers.
2. Integration Simplicity: Plug-and-play JavaScript integration for smaller e-commerce stores.
3. Analytics Dashboard: Offers heatmaps, engagement data, and conversion tracking.
4. Eyewear Try-On: High-accuracy face tracking for glasses fitting based on face shape and pupillary distance.

Virtooal is particularly suited for small to mid-sized retailers seeking a straightforward implementation of virtual try-on that doesn’t compromise user experience.

Virtooal doesn’t prominently market itself through a standalone website anymore, but its virtual try-on tech is still alive in various forms:

Magento/Adobe Commerce plugin

Their “Magic Mirror” virtual try-on integration is available as an extension for Adobe Commerce and Magento platforms, enabling real-time try-ons for Makeup, glasses, and more.

Embedded in retailer sites

Several e-commerce stores (e.g., Optical Vogue) feature “Virtooal Try-On” tools via embedded iframes or widgets. For example, Optical Vogue allows users to upload a photo and virtually try glasses via Virtooal.

Banuba

Banuba offers AI-based AR SDKs for developers looking to integrate real-time try-on experiences into mobile apps or web environments. Its technology supports beauty brands, eyewear companies, and social platforms.

• 1. Face AR SDK: Enables real-time virtual try-ons for Makeup, masks, glasses, and headwear with accurate face tracking.
  2. WebAR Support: Allows try-on experiences without the need for native apps.
  3. Multiplatform Compatibility: Supports iOS, Android, Unity, and web browsers.
  4. Lightweight & Fast: Optimised for low-latency rendering across devices.
  5. Content Marketplace: Includes a library of 3D filters and effects to accelerate brand launches.

Banuba is ideal for developers and brands who want flexible, scalable, and mobile-first AR try-on capabilities with a quick go-to-market path.

Google Shopping Virtual Try-On

Google’s AI-powered virtual try-on feature brings try-before-you-buy capabilities directly into Google Shopping and Search, allowing users to virtually try on products before making a purchase.

Introduced in mid-2024 and updated in May 2025, this feature is part of Google’s broader push to personalise online shopping through generative AI and brilliant visual discovery.

To get started, please upload a full-length photo of yourself. For best results, ensure it’s a whole-body shot with good lighting and fitted clothing.

• AI Fashion Try-On: This enables shoppers to visualise how clothing items—such as tops, shirts, and jackets—fit across a variety of realistic body types using generative AI.
• Diverse Model Representation: Offers try-on visuals on a wide range of virtual models, spanning sizes XXS to 4XL and diverse skin tones, promoting inclusive fashion visibility.
• Visual Discovery Integration: Works across Google Search and Google Shopping to surface try-on previews during product browsing, helping users make quicker visual comparisons.
• Brand Availability: Initially launched with brands like Levi’s, H&M, Everlane, and Anthropologie. Google has since expanded its network to include dozens more fashion partners.
• Smarter Checkout: Enhanced integration with merchant pages enables users to quickly add items to their cart or proceed directly to checkout from the try-on interface.
• Personalised Recommendations: Google’s AI further recommends complementary clothing and accessories based on the selected product, creating intelligent outfit pairings.

Google’s entry into VTO democratises access by embedding inclusive, camera-free AI try-ons into the most ubiquitous shopping tools online, making fashion discovery more personalised, accessible, and engaging for everyday users. By offering a no-upload, privacy-safe, inclusive experience baked into the world’s most popular search platform

How People Are Using AI Across Beauty & Fashion

AI-powered virtual try-on tools have revolutionised the way people interact with beauty and fashion products online. It’s not just about seeing what something looks like — it’s about feeling like you’ve already tried it.

Here’s how it’s being used today across different categories with real functionality:

💋 Makeup

From swatches to selfies — instantly personalised.

AI lets users try on Makeup in real-time, matching skin tone, lighting, and even face shape.

• Lipstick: See how bold reds or subtle nudes look on your actual lips. Tools like YouCam or Modiface render accurate pigment, shine, and even lip texture.
• Eyeshadow & Liner: Try on different palettes or eyeliner wings. The AR adapts to eye shape and eyelid crease — no smudging required.
• Foundation Matching: AI analyses your skin’s undertone and surface texture, recommending the closest match across different brands.
• Blush, Brows, Mascara: Change your entire look in just a few taps, and compare side by side before making a purchase.

🛠 Popular Tools: Perfect Corp (YouCam Makeup), Modiface, Banuba

🧴 Skincare

Science meets selfie.

AI skincare diagnostics go beyond filters. They evaluate your skin’s current health and recommend solutions based on real dermatological metrics.

• Facial Scans: AI detects acne, wrinkles, pores, dark circles, redness, and dullness.
• Routine Builder: Based on the scan, you get product suggestions that target the actual issues — whether it’s dryness or hyperpigmentation.
• Progress Tracking: Some apps track improvements over time, offering monthly check-ins with your digital “skin coach.”

🛠 Popular Tools: Revieve, Haut.AI, Perfect Corp’s Skin AI

💇 Haircare

Try it. Dye it. No damage was done.

Forget flipping through hair colour boxes at the store — AI lets you preview your next style in seconds.

• Hair Colour Simulation: See how platinum blonde, ash brown, balayage, or neon green looks on you, in different lighting.
• Style Preview: AI tools can simulate a variety of hairstyles, including bangs, curls, braids, or updos, adapting to your face shape and hair texture.
• Brand Matching: Some platforms show how salon colours from brands like L’Oréal or Wella would look.

🛠 Popular Tools: Modiface, YouCam Hair, Taaz

👗 Fashion That Fits — Digitally

AI virtual try-on isn’t just making beauty more accessible; it’s also changing the way we shop for clothes, glasses, and accessories. Fit, flow, fabric feel — they’re all getting smarter.

👚 Clothing

Fitting rooms in your phone.

Virtual fitting room technology enables users to try on clothes using an avatar or their image.

• Size Simulation: See how a jacket, dress, or shirt fits on a body shaped like yours, across different sizes and brands.
• Fabric Behaviour: Advanced tools simulate how a garment drapes, stretches or conforms to curves.
• Outfit Builders: Mix and match tops, bottoms, shoes, and layers to create complete outfits before making a purchase.

🛠 Popular Tools: Zeekit (Walmart), style.me, 3DLOOK, Metail, Google Try On

👓 Eyewear

Find the perfect fit without the awkward tilt.

Glasses are all about fit and proportion. AI VTO gets that — and adapts accordingly.

• Face Shape Mapping: AI identifies your face shape and recommends frames that best suit it.
• Pupillary Distance (PD) Detection: Ensures lenses are placed precisely where your pupils fall, just like at the optometrist.
• Lighting Simulation: Preview how glasses will reflect or absorb light in indoor vs outdoor conditions.

🛠 Popular Tools: Virtooal, Banuba, GlassesUSA Virtual Mirror

🧣 Accessories

Style the details down to the earrings.

Virtual try-on extends to the smallest fashion items, too.

• Earrings & Jewellery: Discover how various metals and shapes complement your skin tone and jawline.
• Scarves & Hats: Try seasonal accessories with different outfits or hairstyles.
• Necklaces & Watches: Match scale and placement to your proportions.

🛠 Popular Tools: Virtooal, Perfect Corp, FittingBox

Key Benefits of AI Virtual Try-On

• Reduced Return Rates: Sephora and others report significant drops.
• Higher Conversion: MAC and Estée Lauder achieved 2- 3x conversion rates post-VTO.
• User Confidence: Shoppers are more likely to make a purchase commitment.
• Increased AOV (Average Order Value): Customers add more products after using try-on tools.
• Inclusivity: Accurate results for all skin tones, body shapes, and ethnicities.
• Data Insights: Retailers gain actionable data on product popularity, usage patterns, and trends.

Ethical Considerations

While VTO enhances shopping, it raises questions:

• Bias in Algorithms: Training on homogeneous datasets can exclude individuals with darker skin or non-standard body types.
• Data Privacy: Facial scans and body data must be encrypted, stored securely, and accessible only to the user.
• Transparency: AI must not be disguised as AR or generic animation.
• Consent: Explicit opt-in must be required before facial data is collected.

Brands like L’Oréal and Ulta have published responsible AI-use frameworks to foster trust and confidence.

Future Trends to Watch

Virtual try-on is no longer just about “seeing before buying.” It’s becoming interactive, predictive, and social—an intelligent layer that blends voice, video, and digital identity. Here’s a breakdown of the most exciting, bleeding-edge developments that are shaping the future of AI try-on

🎙️ Voice-Prompted Try-On

“Show me a bold look with red lipstick and gold earrings.”

With the rise of voice assistants and natural language processing, AI-powered try-on tools are becoming conversational. Users can now describe what they want, such as “a weekend brunch outfit with pastels” or “glam night makeup”, and the AI automatically renders that look.

• Combines text-to-style and style-to-visual pipelines.
• Perfect for screenless experiences, accessibility, or multitasking.
• Enables intuitive search and personalisation in fashion and beauty apps.

🛠 Early signs: Voice search integrated with Google Shopping; experimental AI style assistants in private beta at Shopify and Perfect Corp.

📱 Multiplatform VTO Experiences

Try it on—wherever you scroll, swipe, or chat. Virtual try-on is rapidly expanding beyond brand websites into social platforms, video calls, and messaging apps.

• TikTok & Instagram: AR filters already allow try-ons of Makeup, glasses, or clothes in short-form video content.
• Zoom & Google Meet: Experimental plugins enable trying on lipstick or glasses during a video call.
• Pinterest: Integrates AR-powered lipstick and furniture try-on features directly within pins.
• WhatsApp: Chatbots and image-based virtual try-ons (VTOs) enable users to try on products while chatting with brands.

This allows users to discover and experiment while browsing, not just on e-commerce sites, turning every platform into a try-on destination.

🧬 AI + NFT Avatars: Your Metaverse Wardrobe

The rise of NFTs and digital identity means your avatar now needs a wardrobe, too.

1. Try-on experiences now extend to your digital twin—what your avatar wears in games, Zoom calls, or the metaverse.
2. Brands like Gucci, Balenciaga, and Nike are already offering virtual fashion drops and collectables.
3. AI enables body-scanning avatars, auto-dressed with clothes that mirror your physical choices—or reinvent them.

🛠 Platforms like DressX, Zepeto, and Ready Player Me are merging AI try-on tech with avatar styling.

🧠 Predictive Styling: AI That Plans Your Look Before You Ask

Your calendar says “date night,” and it’s cold outside? Your try-on AI suggests a velvet jacket, weather-friendly boots, and berry lipstick.

1. AI learns from your past preferences, body type, local weather, calendar, and event types.
2. It can anticipate what you’ll need based on your mood, location, or routine.
3. Think of it as Spotify Discover Weekly, but for your closet.

🛠 Brands are quietly testing predictive lookbooks and “mood styling engines” via Shopify plugins, TikTok filters, and in-app experiments from ASOS and Revolve.

👥 Real-Time Collaboration: Livestream Try-On with Friends or Influencers

Why try on alone when you can get feedback live?

• Livestream shopping shows let influencers try on products in real time, with links or AR overlays that allow viewers to try them at the exact moment.
• AI enables shared VTO, where two users on a video call (e.g., Zoom, TikTok Live) can try on the same outfit or Makeup and react together.
• Brands use this to create mini virtual trunk shows, launch events, or influencer-led drop previews.

🛠 Platforms like CommentSold, Popshop Live, and Instagram Live Shopping are building integrations with VTO tech to power these features.

Conclusion: The New Normal of Shopping

AI virtual try-on in fashion and beauty is no longer optional—it’s a competitive edge. As tools evolve, brands must not only adopt the tech but also apply it responsibly. For consumers, the result is a shopping experience that’s faster, more fun, and truly personalised.

For anyone building in AI, e-commerce, or beauty tech, virtual try-on isn’t a trend—it’s the interface of the future.