Retailer JD.com has launched AR/VR makeup features to help customers see how different cosmetics will look on their faces.

JD’s “AR Styling Station”, an upgrade from its previous AR makeup platform, was launched at the company’s annual Butterfly Festival in Beijing where beauty and fashion brands showcase the latest products and industry trends. The festival features a ceremony attended by such brands as L’Oreal, Maybelline, Olay and SK-II, as well as Chinese celebrities.

Using the JD mobile app, the company’s 266 million customers can virtually “try on” products including lipstick, blush, coloured contact lenses and eyebrow pencils. The launch of AR Styling Station is part of JD’s broader effort to create cutting-edge and personalised shopping options for its customers.

“Through AR/VR we can give customers the interactive experience they get in-store, while offering the convenience of having their favourite products just clicks away from arriving at their doorstep,” says JD FMCG president Carol Fung.  

JD plans to introduce about 200 more high-end beauty brands to Chinese customers this year, having started already with Biotherm, Helena Rubinstein, Jurlique and Philosophy.