Sephora's ModiFace AR mirror drives 31% sales uplift and 90% higher conversion among virtual try-on users
Sephora deployed ModiFace augmented reality mirrors in stores and on its mobile app, achieving an estimated 31% rise in sales for featured products and conversion rates up to 90% higher among AR users compared to non-users. The technology logged 8.5 million AR experience visits in its first 18 months.
Background
Traditional cosmetics retail relied on physical testers — a model disrupted by hygiene concerns and the challenge of replicating the experience online. Sephora sought a solution that would allow customers to explore products without physical application, improve online product confidence, and extend the in-store experience to digital channels.
What Was Implemented
- ModiFace-powered AR mirrors installed in select Sephora stores (initial installations 2014–2016)
- Sephora Virtual Artist app and in-app AR feature (launched 2017, powered by ModiFace)
- Real-time facial recognition enabling virtual application of makeup products
- Available for lipstick, eyeshadow, mascara, and other cosmetics categories
- Seamless path from virtual try-on to product add-to-cart
Results
Stores with AR mirrors saw an estimated 31% sales increase for featured products. AR try-on users converted at rates up to 90% higher than non-users. Sephora logged 8.5 million AR experience visits in the first 18 months of the app feature. The technology drove both in-store and digital engagement simultaneously.
Lessons
- AR try-on reduces the primary barrier to cosmetics purchase online: uncertainty about color and finish on one's own skin tone
- The conversion differential between AR users and non-users (up to 90%) suggests try-on is not just engagement but a purchase intent signal
- Early investment in AR capabilities (2014–2016) created a durable competitive moat that proved valuable when physical sampling became constrained
- Partnerships with specialized AR vendors (ModiFace) enabled faster deployment than internal development