L’Oréal is buying Modiface, an augmented reality app for trying on makeup.

L’Oréal is buying Modiface, an augmented reality app for trying on makeup. Beauty brands love AR, and this isn’t L’Oréal’s first venture into the space, but it may be their biggest. Modiface isn’t just a standalone app but supports many major brands’ in-app AR features. L’Oréal says they’ll be folding the company into their Digital Services Factory and hope it will “support the reinvention of the beauty experience around innovative services to help our customers discover, try and chose products and brands.” (The Cut)