The Very Group has added virtual make-up try-on features to its mobile app.

Powered by Augmented Reality (AR) tech, shoppers can now try-on 24 lip products.

Very customers can now also use Benefit Brow, tech developed by Benefit Cosmetics, to experiment with different eyebrow styles, shades and shapes.

The retailer said it plans to continue working to expand its use of AR across more make-up, hair colour and nail products.

“Technology is a powerful tool in creating immersive, personalised digital customer experiences and we’re excited to be bringing that to life for customers shopping our beauty category by working with big brands,” said Paul Hornby, digital customer experience director at the Very Group.

Hornby added: “By using tech to bring our customers closer to products, we can recreate the in-person shopping experience online and give them even greater confidence that they’re choosing the right products for them.”

The news follows Avon's launch of an AR try-on service for cosmetics.

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