Fashion

You'll never waste money on makeup again

This app turns any smartphone into a virtual makeup tester.

TryItOn is the world’s first general-purpose app that shows women exactly how they will look after applying a makeup product. TryItOn is the world’s first general-purpose app that shows women exactly how they will look after applying a makeup product. TryItOn is the world’s first general-purpose app that shows women exactly how they will look after applying a makeup product. (Photo: EZface)

It has happened to all of us. Scarce on time and in desperate need for a particular makeup product, we purchase the product with fingers crossed as we swipe our credit cards at checkout hoping that shade of lipstick or eye shadow looks half as good on as it did on the shelf. We anxiously remove the packaging and try it on, only to be disappointed more often than not.

Israeli tech company EZ Face created an innovative solution for on-the-go women who don't have time for a leisurely visit to cosmetic counters at department stores. Its TryItOn app enables women to try on cosmetics virtually using their mobile device while shopping in-store.

Users simply take a selfie, or upload an image of their face, and the app analyzes the user's distinct facial features and skin pigments and tones. The user then scans the UPC of the product – whether it be from Maybelline, Cover Girl, Neutrogena, Revlon, you name it! – and the product attributes are quickly matched to the data about the user's face. Within seconds, a rendition appears of what the user should expect the makeup to look like when applied. Amazingly, thanks to its advanced technology and algorithms, shades are accurately portrayed to the user's precise skin tone.

Chances are, TryItOn will have the beauty product you'd like to virtually test as you're browsing aisles. That's because its database is exhaustive and includes approximately 25,000 beauty products with specific information on each item, including ingredient lists, shades, effects (gloss, metallic, shine, or sparkle) and application techniques.

EZface Inc. was founded in 2000 by two Israelis – Ruth Gal, an economics major from Ben Gurion University, and Rami Orpaz, who received his MBA from Tel Aviv University. The duo wanted to provide groundbreaking "virtual mirror" solutions for everyday beauty and makeup consumers. “Since I could only imagine how a particular shade would look on my skin tone and complexion, I needed a more lifelike simulation that would allow me to accurately 'test' the product," Gal said.

The company says its results are 95 percent accurate, which means this app is a surefire tool to help curb annoying makeup letdowns and buyer's remorse. Users will also benefit by saving money on unused products and finding products they can use long-term. TryItOn even lets users share their made-up virtual face through social media channels to get their friends' opinions before buying the product in store. The app also provides the shopper with tailored product recommendations and targeted coupons from the retail outlet and cosmetic brands.

The TryItOn app will save you time and money shopping for makeup products.The TryItOn app will save you time and money shopping for makeup products. (Photo: Minerva Studio/Shutterstock)

Lindsay E. Brown is the managing editor of Eco-Chick, the web’s first ethical fashion, beauty and travel site for women. She has written for Whole Living Magazine, Edible, and Cottages & Gardens. Lindsay has been featured as a fashion and beauty expert on the Veria Living Network. Lindsay holds a BS in Global Business Studies and Marketing from Manhattan College, and received the 2012 Honors Award at Columbia University Graduate School of Journalism.

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