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

You can now try on beauty products before shopping them online without leaving the house

woman applying lipstick
(Image credit: Peathegee Inc via Getty Images)

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.

woman applying mascara

(Image credit: JGI/Jamie Grill via Getty Images)

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 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!

Lucy Abbersteen

Lucy is a beauty journalist who has written for titles including Marie Claire, Cosmopolitan, OK!, woman&home and Women's Health, as well as regularly contributing to My Imperfect Life. Her work covers everything from skin and haircare tips to trying and testing the latest beauty launches, and interviewing celebrities and experts. A certified dog person, her other interests include mental wellbeing, books, piña coladas and not getting caught in the rain.