Perfect365 Adds Virtual NYX Makeup to its Offering

Augmented reality continues to broaden its reach in beauty. Webby-award winning virtual beauty platform Perfect365, with more than 100 million users, and NYX Professional Makeup have partnered via Perfect365 PRO to aid NYX makeup artists in developing looks for their clients. The app allows makeup artists to create looks for their clients via a live augmented reality mirror, which now includes 60 virtual NYX Professional Makeup products. It also allows professionals to streamline their client interaction by storing client details, contact information, reference photos and facial features all in one place.

Perfect365 users may also visit the NYX Professional Makeup page in the Explorer section of the app and try on looks designed by NYX Professional Makeup artists, as well as find an artist they like and book an appointment with them. “NYX Professional Makeup is an ideal partnership for us. We’ve designed Perfect365 PRO for brand makeup artists to be able to communicate with clients more efficiently and merge online educational content like how-to videos and augmented reality with in-store makeup application,” said Vickie Wei, director of marketing for Perfect365. “Ultimately, our goal is to provide NYX Professional Makeup artists with a tool that will help them engage with clients even when they are not in the store and encourage them to experiment with their latest makeup releases.” Makeup looks designed with NYX Professional Makeup’s newest Ultimate Shadow Palette currently being teased on social media, which will be released in August, are also featured in the app.

Perfect365 PRO and NYX Professional Makeup launched the partnership with a digital masterclass at NYX Professional Makeup flagship store in New York City. The event was hosted by celebrity makeup artist Kabuki, who has designed looks for the likes of Rihanna, Kendell Jenner, Gigi Hadid, Selena Gomez and Michael Jackson among others, and used Perfect365 PRO to design looks for users to try on virtually. Attendees were able to use Perfect365’s Live Augmented Reality Mirrors to try on the NYX Professional Makeup looks designed by Kabuki and the brand artists.

And something for retailers to keep in mind: A recent survey by Poshly, in coordination with Bay Area Beauty Association and Perfect365, found that 78 percent of women between the ages of 18 to 35 would be more inclined to purchase makeup from a brand if they could see what it looks likes virtually on their face before purchasing it—making virtual beauty apps an investment worth considering.