The global beauty and cosmetics industry, valued at $571 billion in 2023 according to Statista, is increasingly integrating artificial intelligence. According to Kings Research, the market for AI applied to beauty is growing at an annual rate of over 19%, driven by computer vision, augmented reality, and personalized recommendation algorithms.
L'Oréal is the undisputed leader in this transformation. The French group, which acquired ModiFace in 2018, deploys this augmented reality virtual try-on technology across more than 70 of the group's brands (Lancôme, Maybelline, NYX, Kérastase). The SkinConsult AI tool, developed with Vichy, analyzes a selfie to assess five signs of skin aging and recommend a personalized routine. In 2025, L'Oréal announced e-commerce revenue exceeding 25% of its total sales, facilitated by these digital tools.
Estée Lauder uses AI for trend prediction and product development. Shiseido has developed "Optune," a personalized skincare system initially launched in Japan, which adapts serum formulation based on environmental data (UV, humidity, pollution) and skin condition measured by an app. The system was discontinued and then relaunched in a simplified form, illustrating the challenges of large-scale bespoke beauty.
Virtual makeup try-on has become a standard in beauty e-commerce. Sephora (LVMH group) has offered its "Virtual Artist" since 2017, and Pinterest has integrated AR try-on for lipstick and eyeshadow directly into its visual search engine. According to a report by Perfect Corp (technology provider), brands using AR try-on see a 2 to 3 times increase in conversion rates and a reduction in returns.
AI-powered mental wellness applications are multiplying. Woebot, a therapeutic chatbot based on cognitive behavioral therapy (CBT), was the subject of a randomized controlled trial published in the Journal of Medical Internet Research showing a significant reduction in anxiety and depression symptoms in young adults. However, the American Psychological Association reminds us that these tools complement, but do not replace, professional monitoring—an essential nuance in a booming digital wellness market.
