Tech start-up Wow How disrupts beauty space with new AR app

The new beauty app incorporates gaming tech to show women how to apply their make-up and what colours to use for their skin tone

Female-founded tech start-up Wow How has released a new virtual beauty try-on app.

The app uses gaming technology, designed to improve the beauty AI experience.

By delivering a virtual MUA experience individual to customers’ facial features, the app also determines colours and applications best suited to them.

Commenting on the launch, CEO Gaynor Matthews, said: “I’d not changed my make-up style in over 30 years.

“It became apparent that there was a gap in the market for a tool that would help me refresh my look and technique, without having to undertake timely and often intimidating appointments in store.”

Features include the patent-pending Look & Learn, where customers can follow a demonstrations.

It also offers Check & Correct, which allows customers to review their make-up positioning with functions such as Tilt and Turn, which allows users to twist, turn and zoom in on areas.

Matthews continued: “The key problem I personally felt was that I didn’t know what colours were best for my skin tone and then how to apply the make-up correctly to make the most of my features, from that the idea for Wow How was born.”

The app can be downloaded from iTunes, the App Store and Google Play for £2.99.