l’oréal groupe unveils brow magic at CES 2023


During CES 2023, L’Oréal Groupe unveiled Brow Magic, the first at-home electronic eyebrow makeup applicator that provides users with customized brow looks in a matter of seconds. Powered by augmented reality (AR), the product specifically introduces the act of printing to the world of cosmetics, offering technological precision typically found in other procedures like microblading. The brand also introduced HAPTA, the first handheld, ultra-precise computerized makeup applicator designed to advance the beauty needs of people with limited hand and arm mobility.

new l'oréal applicator uses AR to print up the perfect eyebrow look in seconds
all images courtesy of L’Oréal Groupe



the first at-home electronic brow applicator powered by AR


For L’Oréal, the future of beauty is inclusive. And this future will be made more accessible by technology,’ stated Nicolas Hieronimus, CEO of the L’Oréal Groupe. ‘The two consumer technologies we are unveiling this year at CES represent the true purpose of our company: to create the beauty that moves the world.’


The French brand developed its Brow Magic applicator in partnership with tech company Prinker, a pioneer in printed, non-permanent tattoos, offering users professional-like results accessible at home. Lightweight and aesthetically pleasing, it incorporates 2,400 tiny nozzles and printing technology with up to 1,200 drops per inch (dpi) printing resolution. Moreover, using L’Oréal’s Modiface AR technology, Brow Magic scans the user’s face and recommends microblading, micro-shading, or filler effects.

new l'oréal applicator uses AR to print up the perfect eyebrow look in seconds
L’Oréal Brow Magic is launching officially in 2023



‘The strength of L’Oréal’s beauty tech program is supported through the quality of our partnerships,‘ commented Guive Balooch, L’Oréal Global Head of Research and Innovation’s Tech Incubator. ‘Often, we find a brilliant technology that is being applied to something outside the beauty realm. Combining L’Oréal’s heritage of beauty with these advanced technologies allows us to create entirely new beauty gestures—reimagining the original technology and the traditional beauty experience in the process.’


To use the device, customers first need to open the L’Oréal Brow Magic app and scan their faces with the Modiface brow reader. Once the desired shape, thickness, and effect are selected, they can proceed to brush the L’Oréal Brow Magic primer through their brows before moving the printer across the eyebrow in a single, sweeping motion. When printing is complete, users can apply a topcoat finish to lock in the look, which can easily be removed with a standard makeup remover. Following its reveal at CES 2023, L’Oréal Brow Magic is expected to hit the market officially later this year. 

new l'oréal applicator uses AR to print up the perfect eyebrow look in seconds
using augmented reality to pick the brow shape, thickness, and effect

new l'oréal applicator uses AR to print up the perfect eyebrow look in seconds
users move the printer across their brow in a single, swift motion



project info:


name: Brow Magic

design: L’Oréal Groupe | @lorealgroupe

revealed at: CES 2023