---
title: "Cosmetics Company Announces “Virtual Makeup” for Video Calls"
description: "Cosmetics company L'Oreal has announced a lineup of augmented reality filters they're branding as \"virtual makeup.\""
date: "2020-11-12"
modified: "2020-11-12"
authors:
  - name: "Victor Tangermann"
    job_title: "Senior Editor"
    link: "https://futurism.com/authors/victor"
url: "https://futurism.com/the-byte/loreal-virtual-makeup"
categories:
  - "Future Society"
  - "Virtual Reality"
tags:
  - "augmented reality"
  - "l'oreal"
  - "the digest"
---

# Cosmetics Company Announces “Virtual Makeup” for Video Calls

![Cosmetics company L'Oreal has announced a lineup of augmented reality filters they're branding as "virtual makeup."](<https://futurism.com/wp-content/uploads/2020/11/loreal-virtual-makeup.jpg>)
*\<em\>Image: l'Oreal\</em\>*

## Face to Face

We're only rarely leaving the house these days thanks to the ongoing global pandemic. For many, that means more sweatpants and hoodies, less glamor, and more video calls instead of face to face meetings.

In light of all that, the prominent cosmetics company L'Oreal has announced a lineup of augmented reality filters they're branding as "virtual makeup" — digital beauty products that you can only see on yourself on a screen.

## War Paint

The new filters, called "Signature Face," can spruce up your tired visage by virtually overlaying some fun eye shadow, lipstick or even eye lashes. They're available for free through Instagram, Snapchat, Snap Camera, and Google Duo if you want to give them a whirl.

"We believe you are beautiful as you are, but in a world where the camera is always on, if you want to play around with some filters then we think that is ok too," reads a page about the product on the [company's website](<https://www.loreal-paris.co.uk/signature-faces>). "Introducing a whole new experience of modern makeup."

https://youtu.be/lO8iDQjaQl8

## Digital Gloss

The new filters are the result of l'Oreal's [2018 purchase of Modiface](<https://futurism.com/loreal-modiface-robots-insecure>), a company that specializes in augmented reality filters, [*TechCrunch* reports](<https://techcrunch.com/2020/11/12/loreal-rolls-out-a-line-of-virtual-makeup/>).

The filters include three "themes" and ten "products," ranging from speckles of 3D chrome to lashes and digital lip gloss.

**READ MORE:** [L’Oréal rolls out a line of ‘virtual makeup’](<https://techcrunch.com/2020/11/12/loreal-rolls-out-a-line-of-virtual-makeup/>) \[*TechCrunch*\]

**More on l'Oreal:** *[L’Oreal Buys Augmented Reality Beauty App, Allowing Robots To Point Out Our Every Flaw](<https://futurism.com/loreal-modiface-robots-insecure>)*

## Author
I've been at Futurism since 2017, where my role has evolved to encompass design, writing, and increasingly editing. I've always been fascinated by space exploration and advanced transportation, which I've leaned into by interviewing luminaries in those fields while closely following the dimensions of policy and regulation that allow next-generation projects to succeed -- or, sometimes, to fail. I'm also keenly interested in the effects of generative AI on society, policies, and democratic institutions, as well as clean energy, physics and biology, and the vagaries of tech leadership. My work for Futurism has been cited by publications including Ars Technica, Gizmodo, PC Magazine, Jalopnik, Fox News, and the New York Post. I spent my childhood living in locations including Manila, the Philippines, and Geneva, Switzerland, attended McGill University, and now live in Toronto, Canada. Before Futurism I worked at AskMen and a small photography studio. In my free time, I'm an avid gardener, foodie, and craft beer lover, as well as a maker of artisanal hot pepper sauces. I have a magnificent dog named Freida.

### Author social links  
[Bluesky](<https://bsky.app/profile/vtanger.bsky.social>)