Future face: augmented reality is changing the way we look
AI, e-makeup, augmented reality — discover the rise and rise of algorithmic beauty
Today, augmented reality, which means taking digital elements and overlaying them over the physical self, is rapidly redefining the beauty-scape — with creatives, brands and retailers now blurring the boundaries between fantasy and reality more than ever before.
‘I wanted to create my own vision of beauty from the future,' explains 3D-makeup artist Ines Alpha, whose clients include Dior and Selfridges. ‘It’s pretty new that we’re using 3D and digital elements as makeup. I consider makeup to be something that transforms your face, be it an Instagram filter or what I do. It’s how makeup has been used since the Egyptians: enabling humans to transform into a character.'
The rise of the ‘digital double' could also help form hybrid, and less prescriptive beauty standards. Parisian-based makeup artist Cécile Paravina, who recently worked on a project in collaboration with Frederik Heyman – involving 3D scanning and adding elements of styling, hair and makeup post-production in order to push the aesthetic – is excited about the new ways of consuming beauty, where the IRL and URL self coexist. Paravina says AR could be a powerful tool for brands to ‘offer guidance and knowledge to those who want to experiment with their visual identity; be it a physical or a virtual one.'
‘At some point in the near future everyone will want to try on makeup using augmented reality before buying it,' agrees Jonathan Chippindale, CEO of digital studio Holition. ‘For instance, we created an AR magic mirror for Charlotte Tilbury, where you can see yourself wearing any of her looks in store and dial them up or down, depending on the intensity. A lot of this is about trying to understand everyone at an individual level – because we’re all different.'
Even the biggest names in beauty have taken note of the trend and are already making their first forays into tech. L’Oreal’s Perso, launching globally in 2021, is an AI device that analyses your skincare needs to create personalized products on the spot. Elsewhere, Sephora’s ‘Virtual Artist’ mirror simulates makeup on a person's face. ‘I think it's effective for colour makeup like lipsticks but trickier for categories like mascara,' says retail editor Kati Chitrakorn, who trialed Sephora’s new ‘try-on’ technology in Los Angeles last summer. ‘These new forms of data give brands the opportunity to understand their customer in a deeper way. The biggest challenge for brands, however, is making sure there's real value in the experience.'
So, what does the changing face of beauty look like in, say 30 years time? ‘It is possible new and old ideals of beauty will ultimately blend and influence one another,' Cécile predicts. ‘Masahiro Mori’s Uncanny Valley could be the next aesthetic canon.'
Wallpaper* Newsletter
Receive our daily digest of inspiration, escapism and design stories from around the world direct to your inbox
-
Remembering Richard Serra (1938-2024), American art’s man of steel
American artist Richard Serra, whose vast sculptures transformed landscapes around the world, has died aged 85
By Hannah Silver Published
-
Architectural gardens around the world to soothe the soul
From small domestic gardens, to nature reserves, urban interventions and local parks, here are some of the finest green projects that place nature at their heart
By Ellie Stathaki Published
-
Corfu hotel Domes Miramare redefines beachfront bliss
Make like Jackie O at Corfu hotel Domes Miramare, a property with contemporary luxury and echoes of 1960s glamour in spades
By Bridget Downing Published
-
A/W 2024 beauty moments from the runways, as selected by Wallpaper*
We recap stand-out A/W 2024 beauty moments from the runways, including JW Anderson, Chanel, Hermès, and more
By Hannah Tindle Published
-
Kim Jones’ Dior Men accessories channel the rebellious spirit of the Buffalo Collective
Agitator and establishment meet in Kim Jones’ S/S 2024 Dior Men accessories, inspired at once by the house’s history of haute couture and Ray Petri’s 1980s Buffalo Collective
By Jack Moss Published
-
Dior Spa at Hôtel Plaza Athénée is a Parisian haven for the sleep-deprived
On World Sleep Day, head to the Dior Spa at Hôtel Plaza Athénée to experience its Light Suite, the first of its kind in Paris
By Melina Keays Published
-
Extraordinary runway sets from the A/W 2024 shows
12 scene-stealing runway sets and show spaces from A/W 2024 fashion month, featuring Murano-glass cacti, rubber armchairs, flashing orbs and more
By Jack Moss Published
-
Documentary ‘High & Low’ charts the rise, fall and redemption of John Galliano
‘High & Low: John Galliano’ (released today) dissects the designer’s showstopping contributions to fashion against the backdrop of his turbulent life. Here, director Kevin Macdonald tells Wallpaper* more
By Joe Bobowicz Published
-
’The New Look’ costume designer on recreating Christian Dior’s seminal silhouettes
‘The New Look’ on Apple TV+ traces the creation of Christian Dior’s defining silhouettes against the backdrop of the Second World War. Costume designer Karen Muller Serreau tells Wallpaper* how she recreated the era
By Zoe Whitfield Published
-
Paris Fashion Week A/W 2024: Chanel to Louis Vuitton
The best of Paris Fashion Week A/W 2024, from Chanel’s trip back to its beginnings in Deauville to a thrilling ten-year anniversary collection from Nicolas Ghesquière at Louis Vuitton
By Jack Moss Last updated
-
This season’s womenswear channels freedom and escape
These S/S 2024 womenswear looks promise an escape from the everyday, and are photographed amid the otherwordly landscapes of the Canary Islands for the March 2024 Style Issue of Wallpaper*
By Jack Moss Published