Charlotte Tilbury’s first mobile app, which goals to assist consumers find the precise products and learn how one can apply them while they shop, is here.

Called Charlotte Tilbury: Easy Beauty For You, the app serves as a hub for makeup tutorials, red carpet look breakdowns and the brand’s shade matching and skin evaluation tools. Consumers can even use the app to book one-on-one virtual consultations with the brand’s skilled makeup artists.

“That is where artistry plus technology really involves life,” said Corinne Suchy, the brand’s chief growth officer, adding the experience is supposed to be personalized “to the extent as when you were sitting in Charlotte’s makeup chair in-person, and he or she was supplying you with that advice.”

Last month the brand unveiled its skin evaluation tool, which assesses skin hydration, dark circles, pores and wrinkles through a series of questions and a selfie, and ascertains recommendations accordingly.

While the brand has long offered its makeup shade match assessment, app users can now also learn correct application through an AR selfie tool that provides product placement guides.

“We all know there are a variety of people who find themselves very comfortable around beauty and might create a full feel and appear confident in doing so; we also know there are a variety of individuals who just need to know, ‘What’s the precise foundation shade for me?’ or, ‘Is that this the precise lip color or not?’” Suchy said.

Debuting exclusively on the app Tuesday is the brand’s latest Airbrush Flawless Lip Blur liquid lipstick, which is available in eight shades and retails for $35. The launch is fronted by Bella Hadid, who joined the likes of Kate Moss and Jourdan Dunn in March as a Charlotte Tilbury beauty muse.

The corporate said Flawless Airbrush is its number-one selling franchise, and that Lip Blur is exclusive since it transfers a “smoothing, blurring effect, which Charlotte originally delivered to complexion, to the lip category as well.”

Last 12 months, Charlotte Tilbury teamed with Obsess for its first metaverse foray, a virtual world called Pillow Talk Party Virtual Beauty Wonderland. Still lively today, the space allows users to customize avatars, view tutorials and interact with friends.

“From that [activation], we’ve learned the fun ways in which we are able to gamify the experience and make it social,” said Suchy, adding that the app, in contrast, is supposed to be more of a “look into Charlotte’s own world,” with its behind-the-scenes content and personalized recommendations.