There is now an app for testing a new hair colour digitally before stylist applies it. L’Oréal Professionnel has teamed up with the beauty augmented reality company, Modiface to launch a real-time 3D hair colour try-on service, as part of its existing ‘Style My Hair’ app. Users can test out multiple hair colours in live mode, with shades including everything from blonde to purple.

L’Oreal Professionnel ’Style My Hair’ app - Photo : © PRNewsfoto/L’Oreal Professionnel

The technology works by detecting the hair strand by strand for a precise and realistic result, and has been designed with beauty professionals in mind. For instance, the app could allow hairdressers to demonstrate colour results to clients as part of their salon consultations.

"Over the past 10 years, we have focused on creating the most realistic AR try-on capability for the beauty industry," said Modiface CEO Parham Aarabi. "The result is a revolutionary technology based on Artificial intelligence that allows us to get a high level of sophistication."

Augmented reality and virtual reality technologies are becoming a major trend within the beauty industry, with brands such as Tarte, Charlotte Tilbury, Lancôme and NYX Professional Makeup all offering customers various immersive virtual experiences or tutorials recently. And it isn’t just L’Oréal Professionnel taking the concept to haircare — last summer saw digital makeup app Perfect365, Inc. collaborate with Hot Tools hair appliances to let users virtually test out six different hairstyles using augmented reality technology.

‘Style My Hair’ has seen more than 2.3 million organic downloads since its conception in 2015. The 3D hair colour try-on service is available worldwide on the App Store and will be launching soon for Android.