L'Oréal expands digital footprint by acquiring ModiFace

L'Oréal has announced that it will be acquiring 100% of augmented reality company ModiFace, which in the past has partnered with MAC Cosmetics and most recently CoverGirl on Samsung’s Galaxy S9/S9+ devices.

Founded by Parham Aarabi in Canada, ModiFace has developed advanced 3-D virtual makeup, color and skin diagnosis services using proprietary know-how, which tracks facial features and color.

"We are thrilled to welcome ModiFace to L'Oréal to become the heart of our digital services R&D. With its world-class team, technologies and sustained track record in terms of beauty tech innovations, ModiFace will support the reinvention of the beauty experience around innovative services to help our customers discover, try and chose products and brands," Lubomira Rochet, chief digital officer of L'Oréal, said. "We at L'Oréal and ModiFace want to pioneer this new page of the beauty industry and serve our customers with innovative services and experiences."

Toronto-based ModiFace will become part of the company's digital services factory, a network dedicated to designing and developing new digital services for the Clichy, France-based group’s brands. The AR-focused brand also will work closely with the beauty conglomerate's advanced research team and remain based in Canada.

"L'Oréal's acquisition of ModiFace provides an incredible opportunity to innovate on beauty augmented reality, AR, and artificial intelligence, AI, at an unprecedented scale, the results of which will shape the beauty industry for the decades to come. Our entire team and I are extremely excited to be joining the L'Oréal family, and look forward to the AR/AI-enabled future that we will create together," Parham Aarabi, founder and CEO of ModiFace, said.