During a fireside chat, Arbelle’s Global Sales Lead Ante Plavcic and Growth Marketing Manager Ela Naranda outlined how advanced virtual try-on solutions are helping top cosmetic brands reduce returns, drive conversions, and turn data into powerful new growth opportunities.
“Today, virtual try-ons have a strategic impact,” said Ante. “They’ve become a source of truth that helps you serve your customers better, save money on returns, and grow faster.”
The digital shopper has changed
The session opened with a clear picture of shifting consumer habits, outlining the latest insights:
- 83% of today’s beauty consumers do more than half of their shopping digitally
- 70% expect personalised shopping experiences
- 70% are more likely to purchase makeup if they can try it virtually first.
Yet despite clear consumer demand, most product journeys remain generic, relying on static photos and standard shade charts.
“Shoppers are overwhelmed with choice,” Ela explained. “What they really need is guidance - tools that let them see which products work for them, not just on a generic model.”
From customer experience to business intelligence
One of Arbelle’s core messages was that virtual makeup try-ons have evolved far beyond makeup filters. Today’s tools are high-precision, fully brand-customisable, and dual-purpose:
- For consumers, they build confidence in purchase decisions by offering personalised product recommendations and real-time makeup previews.
- For brands, they boost sales and cut returns, while generating a constant flow of strategic data.
“Every try-on, every click, every skipped product is a valuable signal,” said Ante.
“Besides improving your customers’ experience, you’re also collecting intelligence on which shades resonate, what’s trending, which products drive conversions, and more.”
This data helps brands:
- Prioritise best-performing SKUs in campaigns,
- Identify shade gaps across markets,
- Localise landing pages by region or season, and much more.
A clear business impact
The results, Arbelle argued, are hard to ignore. Brands using virtual try-ons report:
- A 2.4x increase in purchase likelihood
- Up to 64% fewer product returns
- Smarter marketing decisions
- Reduced overproduction and waste
“It’s immediate feedback,” Ante noted. “If a deep red lipstick is tried a lot but rarely purchased, you know something’s off - maybe the shade, maybe the texture. That
insight used to take months of market research. Now you have it in real time.”
2026: The year cosmetic brands can’t skip virtual try-ons
Looking ahead, Arbelle sees virtual try-ons evolving into predictive intelligence. Imagine a shopper uploading a selfie, receiving instant personalised recommendations, and chatting with an AI assistant that knows their preferences, skin tone, and more.
This data will also guide brands in product launches, regional campaigns, and inventory planning. “You’ll know what to launch, where to launch it, and when,” Ante said. “Because your customers already told you through your virtual try-on.”
The message from Arbelle’s session was clear: virtual try-on brings in both great customer experience and a strategic layer of intelligence, helping brands get a long-
term competitive advantage in personalisation, efficiency, and inclusivity.
Arbelle’s next-gen beauty AI solutions are already delivering these outcomes, giving cosmetic brands practical tools to connect customer experience with business
intelligence. Try them live here.
