Google just launched a virtual beauty counter and the timing couldn't be better

Thanks to the events of 2020 -  leading many of us to spending a lot more time at home - online shopping rates have gone up by around 22,958,748%. You know. Roughly. We're guessing. It's not an official stat.

And while beauty etailers are one of the best ways to shop your make-up favourites, the one drawback is that you can't swatch testers before you buy as you would in store.

Few things are worse than splashing out on a brand new foundation or lipstick online, only to find that the shade is a complete mismatch or simply doesn't suit you at all when it arrives. Sound familiar? We've all been there.

At least, this was the case until Google took a few steps to change things.

• Best eyeliner for beginners (opens in new tab): 5 tried and tested picks anyone can use
• Best foundation for acne prone skin (opens in new tab): our top tried and tested formulas

Last week the company announced its new AR beauty counter, created with ModiFace and Perfect Corp, which allows us to try on beauty products from the comfort of our own home.

The new virtual beauty counter comes as an addition to the Google Shopping app and allows you to search and try on products from all of your favourite brands, from the best BB creams (opens in new tab) to lipsticks and eyeshadows. 

According to Byrdie, you're also able to get beauty recommendations and tips using Shoploop, which brings you 90-second shoppable videos. Technology these days, hey.

There is one small catch: the Google Shopping app is obviously only available to download from the Google Play store, so for now iPhone users are missing out on the virtual beauty fun.

Let's hope something similar is rolled out across the board soon, because this is going to make online shopping a whole lot easier in 2021. 

Cheers, Google!