LONDON — The Estée Lauder Cos. U.K. and Ireland has pulled AR and AI out of gaming and the metaverse to resolve real-world challenges by making a mobile app aimed toward helping visually impaired people apply makeup.

The Voice-Enabled Makeup Assistant app desires to help customers apply cosmetics easily and confidently and enable “further self-expression and self-empowerment through their relationship with makeup,” the corporate said Wednesday.

Lauder said the app’s “smart mirror” technology is driven by its AR and AI capabilities, and was developed using machine learning.

The corporate said it developed the app “while connecting with visually impaired consumers who expressed the necessity for technology that may empower them with more independence to use their makeup with confidence.”

VMA uses voice instruction technologies to help the user in makeup application. Users receive audio feedback and recommendations on whether their lipstick, eyeshadow, or foundation is evenly applied.

The app identifies the makeup applied on a user’s face and assesses its uniformity and bounds of application and coverage. It also identifies any areas on the face which will require more accurate application, and audibly describes where touch-ups could also be needed.

“We’re committed to constructing modern technology solutions that make beauty truly inclusive to everyone. We’re thrilled to bring the experience of independently applying makeup to the hundreds of thousands of people who find themselves visually impaired,” said Michael Smith, chief information officer at The Estée Lauder Cos.

“Technology is a strong tool to drive inclusion and we’re delighted to be first to market with this pioneering app,” Smith added.

Monica Rastogi, executive director of corporate cultural relevancy and inclusion and variety within the U.K. and Ireland, said the corporate is “deeply committed to playing our part in creating an inclusive beauty industry. The launch is a very important step in our journey toward makeup accessibility for all by removing barriers to engaging with beauty services and products.”

The brand new technology will initially be available via the Apple App Store within the U.K. and on esteelauder.co.uk. The Estée Lauder brand within the U.K. will likely be the primary to adopt and promote the technology. 

It’s targeted to launch on the Google Play store inside the 12 months and across other Lauder brands and markets within the near future, the corporate said.

Future versions of the applying will offer expanded services, with the goal of providing recent features, including looks to select from, and makeup education tools to assist visually impaired users higher utilize the corporate’s services and products.