L’Oréal has brought inclusivity to makeup in 2023, with the introduction of the world’s first handheld lipstick applicator designed for people with limited hand and arm mobility. The first is called HAPTA, and it’s due to debut later this year through the Lancôme brand, sold through retail stores and online.
There will be versions for mascara, blush, eye shadow and more. Some will debut in 2024, with the rest to follow in 2025.
HAPTA was developed with help from Google’s Verily and its startup acquired years ago called Liftware.
“Technology is becoming more and more miniaturized and affordable to do things that will allow people to augments their hands with tech to achieve results they were not previously able to do,” says Guive Balooch, global vice president of L’Oreal Technology Incubator, adding that a combination of physical and digital technology will enable people to overcome challenges based on their fingers and hands and attain their goals in beauty.
One in 10 people — about 43 million in the United States — have some sort of motor-skill impairment as a result of a variety of things, from stokes to arthritis, Balooch said.
L’Oréal also introduced Brow Magic, the first at-home electronic eyebrow makeup applicator that provides users with the look of a customized eyebrow in seconds.
Think of removable tattoos. “When I was younger, we always had those sticker tattoos,” says Balooch. “It’s made from ink that’s safe for the skin.”
L’Oréal Brow Magic, which uses augmented reality, helps users achieve a personalized eyebrow look based on their natural brow and facial features. It is the first handheld, lightweight, electronic brow makeup applicator. Developed by L’Oréal in partnership with the tech company Prinker — a pioneer in printed, nonpermanent tattoos — it provides users with professional-looking results at home.
Using L’Oréal’s Modiface AR technology, L’Oréal Brow Magic scans the user’s face and makes recommendations for microblading, micro-shading, or filler effects. It uses 2,400 tiny nozzles and printing technology with up to 1,200 drops per inch (dpi) printing resolution.
L’Oréal Brow Magic will also become available at the end of this year.