Fashion gaming app Drest has broken into beauty.
Created by Lucy Yeomans, former Editor-in-chief of Net-a-Porter's magazine Porter, Drest is a luxury styling mobile game that allows users to purchase real-life versions of the looks via retailer Farfetch.
Since its launch last year, Drest has partnered with more than 160 fashion brands including Prada, Chloé and Stella McCartney.
The app's first foray into beauty is a partnership with celebrity make-up artist Mary Greenwell.
Best known for her work with Princess Diana, Greenwell has also collaborated with Suqqu, Sensai, Chanel and Laura Mercier.
Greenwell was brought onboard to design the game's entire digital make-up portfolio.
Mary Greenwell's Fashion Fantasy looks for Drest
Users can choose between the limited edition Fashion Fantasy look or create their own red carpet beauty style.
According to Drest, further beauty brand partnerships and campaigns will be announced later in the year.
“Drest is unique in that it brings real-life elements into gameplay via luxury fashion brands and their latest products, as well as global locations, and daily creative challenges inspired by real time news – so we wanted to find a way to do the same for beauty,” said Yeomans.
In-app make-up tutorials by Greenwell will also be available to users.
The make-up artist added: "It’s so much fun to be able to switch out eyeliner in a flash, or put more lashes on and change lip colour in a heartbeat.
"This virtual journey has been unforgettable. I love beauty, that’s what I really love in make-up, so I focused on making the end image beautiful – imagining all of the incredible, endless ways that looks can come alive."
