Is buying makeup becoming too techy?

Whether behind the scenes or at the forefront, technology has been used in cosmetics for years. Whether it be skin, dental or body enhancements. But now technology is becoming an integral piece of the customer buying experience, when it comes to every day makeup.

Walking through the makeup counters during Christmas sales in some of London’s department stores, women are still buying makeup in person. Although, as our lives become busier and with the increased use of personal technology devices, it seems nothing can escape the technology age.

I’ve sat in the chair at a beauty counter, where the MUA tries different shades of blush, eye shadow or face powder. It can be a nice feeling, having your own personal MUA whose only aim is to make you (hopefully) look good/feel great (so they can make that all important sale of course!). However, do we really need that human personalised touch or can we just do it ourselves?

Screenshot credit: L’Oreal website

To name only a couple, L’Oréal’s Shade Genius and No7 Match Made apps, have given consumers the independence to find their own ‘perfect’ makeup match.

I don’t think MUA’s at cosmetics counters will become obsolete from our department stores, but their necessity will diminish, as cosmetic brands embrace technology and put the power in our hands.


make up, lipstick, lip gloss
You can try on lipstick virtually to find a shade you like.

Screenshot credit:


Even smaller brands like, The Lip Bar have a section on their website where you can virtually test which lipsticks and glosses suit you, then buy at the click of a button. You’re busy, on the go, don’t have the time to pop into a shop; select the face shade that is closest to yours and voila!

darkskin models
@Ohwaawaa is the model and face of The Lip Bar

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