In recent years, virtual technology has become an integral part of the fashion and beauty world. Virtual try-ons and AI-generated looks are adding a new dimension to an industry that constantly seeks innovation.
According to statistics, interest in augmented reality (AR) and artificial intelligence (AI) technologies has been steadily growing over the past five years, revolutionizing the way we perceive and use cosmetics and fashion trends. Data from the international IT platform Vertebrae reveals that AR-powered experiences increase audience engagement by 19%, boost conversion rates by 52%, and raise the average purchase value by 25%. Global stars like Kim Kardashian, Dua Lipa, and Bella Hadid actively use virtual tools to craft their unique looks, highlighting the increasing influence of these technologies in the modern fashion industry.
Why have these technologies gained such widespread recognition? The answer lies in their convenience, accessibility, and the ability to instantly experiment with different looks without leaving home. To delve deeper into how these advancements impact the fashion and beauty industry, we reached out to makeup and aesthetics expert Oksana Hrebeniuk.
Oksana has achieved numerous international accolades, including winning the International Makeup Championship in Poland in 2019, the “Hollywood, California, USA International Championship” (Nail, Hair, Makeup, LASH, PMU) in the Makeup category in 2022, and the Ukrainian Professional Makeup Championship in 2020. She is a member of “International Beauty Organization Zola“ in Poland and participated in collaborative projects with Love and Artistry and Mindful Blooms in the U.S. in 2024. Actively incorporating AR and AI technologies into her work, she is uniquely positioned to share expert insights on whether these innovations could truly replace traditional makeup artistry.
Question: Oksana, how did you start working with virtual makeup try-ons?
Answer: It all started during my training at the professional makeup school Kolibri in Vinnytsia. That was when I first realized how crucial technology is for the beauty industry. Now, as a participant in many championships, I see tremendous potential in virtual try-ons. Personally, I use AI mainly to create makeup concepts and visualize complex looks. This is especially helpful for clients who struggle to imagine the final result. Virtual try-ons allow them to see what they’ll get in advance, which builds trust and reassures them during the makeup application process. And for a makeup artist, a calm and confident client is key to a smooth workflow.
Question: What advantages do you see in these technologies?
Answer: These tools allow users to experiment with their appearance without unnecessary costs or effort. They also help prevent unsuccessful purchases. Nowadays, any app can quickly suggest a makeup look tailored to an individual’s skin type and facial structure. In my opinion, the key advantages are:
• Instantly trying on dozens of makeup looks without having to remove real cosmetics;
• Visualizing the final result before starting the actual makeup, reducing the risk of miscommunication between the client and the artist;
• A faster selection process for the perfect shades of makeup.
Of course, there are drawbacks: current technology doesn’t always accurately capture texture and coverage, especially with radiant or multi-layered products—only a trained artist can assess these nuances in person. Real makeup also depends on skin type, lighting, and unique facial features, which AI still struggles to fully consider. Even professional artists can sometimes misjudge certain aspects under poor lighting conditions.
Question: Do you think virtual tools will continue to evolve? How do clients feel about them?
Answer: Absolutely. The advancement of AI and data analysis will lead to even more personalized makeup recommendations. I see how this technology can revolutionize and simplify the daily beauty routines of millions of women. Clients are very open to it—especially those who are hesitant about drastic changes. The biggest advantage is that they can see the results beforehand, which boosts their confidence. This eliminates doubts, saves time, and reduces the likelihood of mistakes.
Question: How can makeup artists best use augmented reality technology? Are there any particularly useful features?
Answer: Makeup artists should focus on testing and demonstrating looks to clients before applying real makeup, selecting the right shades of foundation, lipstick, and blush while considering lighting and undertones, and using AR for education. AI-generated looks are great for showcasing trends and new techniques, making them a valuable tool for professionals training future specialists.
Question: How can an everyday person use AI? Can it make them look better?
Answer: Of course! Anyone can experiment with makeup in front of a virtual mirror without spending money on products that may not suit them. This helps people understand their ideal color palette, facial features, and personal preferences.
Question: How do you see the future of these technologies?
Answer: They will become more precise and personalized. We might soon see AI makeup artists that not only suggest looks based on photos but also analyze skin condition, lighting, and even clothing style.
Question: Will virtual looks become more popular in the future? Can they replace makeup artists?
Answer: They will definitely gain popularity, but they won’t replace professional makeup artists. AI cannot replicate human creativity, intuition, and the ability to understand a person’s individuality. Most importantly, AI doesn’t “see” everything—choosing the right look isn’t just about facial features. A professional makeup artist considers a client’s personality, mood, and expectations—something only a human can truly grasp.
Question: How can these technologies impact the beauty and fashion market?
Answer: These technologies will soon transform the way we shop for cosmetics—more and more stores will offer virtual try-ons, which is both convenient and beneficial for both retailers and customers. Makeup application techniques may even evolve to better align with digital filters and AR-generated looks.
It’s crucial to understand that technology is a tool, not a replacement for talent. As Oksana’s experience shows, embracing new challenges with expertise and adaptability allows makeup artists to enhance their craft rather than fear AI.
Technological advancements are reshaping our perception of beauty, making it more accessible than ever. By collaborating with industry leaders like Tatyana Zolotashko and Vyacheslav Dyudenko and mastering innovative makeup-matching systems, professionals like Oksana Hrebeniuk help us navigate this new digital era while preserving the traditions and artistry of makeup.
