Maybelline and Snapchat redefine beauty with AR innovation
Snapchat and Maybelline of New York have joined forces to unveil MNY Look Studio, an augmented reality-powered beauty experience tailored for India’s festive season. Designed to merge technology with personal style, the feature allows users to try on makeup virtually, explore festive looks, and discover Maybelline products best suited to their skin tone and preferences.
The collaboration signifies a strategic move to make beauty more immersive, inclusive, and digitally accessible for Indian audiences. Built by Snapchat’s in-house innovation division, the MNY Look Studio functions like a virtual makeup artist, guiding users to create, customise, and share their looks with ease.
By integrating cultural elements, the studio lets users experiment with beauty styles inspired by India’s diverse celebrations, including Navratri, Diwali, and Pujo. This cultural relevance gives users the ability to celebrate traditions while embracing new-age digital innovation.
The AR-based feature introduces several tools designed to enhance the user experience.
These include:
- Festive Looks: Four specially curated makeup styles influenced by Indian festivals such as Diwali and Navratri.
- Personalised Colour Analysis: A smart function that detects skin undertones and recommends shades that complement them.
- Simplified Interface: A layout designed to make the experience smooth and accessible for users across different demographics.
- Dynamic Updates: New looks and features scheduled for release throughout October to maintain engagement.
Through this initiative, Maybelline aims to deepen its connection with India’s growing digital beauty community, particularly younger audiences who are increasingly blending fashion, technology, and self-expression. The approach also aligns with the brand’s broader vision of empowering consumers to explore their individuality through innovation.
Snapchat, known globally for its expertise in augmented reality, brings its technical strength and creative infrastructure to the collaboration. The partnership leverages Snapchat’s extensive AR capabilities, which have seen significant traction among Gen Z users in India. With the MNY Look Studio, both companies are setting new standards in digital brand engagement by offering users more than just filters, instead, they provide meaningful, functional beauty exploration.
Maybelline’s decision to invest in augmented reality underscores the growing role of digital experiences in shaping consumer behaviour in the beauty sector. As mobile-first consumers increasingly seek interactive and personalised solutions, the integration of AR tools in everyday beauty routines reflects the shifting landscape of brand interaction.
The MNY Look Studio is positioned as more than a seasonal experiment. It highlights a long-term trend where creativity, technology, and consumer engagement merge to redefine how beauty brands communicate value. By focusing on utility, inclusivity, and entertainment, Maybelline and Snapchat are creating an experience that encourages users to express themselves freely while maintaining a connection with India’s vibrant cultural identity.
With plans for continuous updates and expanded accessibility, this collaboration between Maybelline and Snapchat stands as an example of how innovation can reshape the beauty experience, blending personalisation and playfulness to suit the modern Indian consumer.
