Follow us

L'Oréal's new innovations champion accessibility

Sophie Smith
04 January 2023

L'Oréal has unveiled two new technology prototypes to help make beauty more accessible, named HAPTA and Brow Magic.

Under development by L'Oréal scientists and engineers, HAPTA is a handheld, ultra-precise smart makeup applicator for users with limited hand and arm mobility.

The device features built-in smart motion controls and customisable attachments to offer an improved range of motion, increased ease of use for difficult-to-open packaging, and precision application to help individuals feel "confident, independent and empowered to enjoy the self-expressive power of beauty".

The device will be piloted with L'Oréal-owned Lancôme in 2023, first with a lipstick applicator. The device will allow for additional makeup applications in the future.

L'Oréal has also unveiled its new Brow Magic technology, creating an at-home electronic eyebrow makeup applicator that provides users with customised brow looks.

Developed by L'Oréal in partnership with Prinker, Brow Magic allows users to achieve a personalised eyebrow look based on their natural brow and facial features.

Expected to launch in 2023, the device scans the user's face and makes recommendations for microblading, micro-shading or filler effects. The look can then be removed with a standard makeup remover.

Nicolas Hieronimus, CEO of the L'Oréal Groupe, said: "For L'Oréal, the future of beauty is inclusive. And this future will be made more accessible by technology. The two consumer technologies we are unveiling this year at CES represent the true purpose of our company: to create the beauty that moves the world."

Barbara Lavernos, Deputy CEO in charge of Research, Innovation and Technology at L'Oréal, said: "Inclusivity is at the heart of our innovation and beauty tech strategy. We are dedicated and passionate to bring new technologies powering beauty services that augment and reach every individual's ultimate desires, expectations, and unmet needs."

Free NewsletterVISIT