Beauty shopping in 2025 isn’t what it used to be—and that’s a good thing. Gone are the days of guessing foundation shades, returning ill-fitting dresses, or feeling overwhelmed by endless choices. This year, AI tools, virtual try-ons, and personalized style assistants are transforming the way consumers discover, test, and buy beauty and fashion products. The goal? Less waste, more confidence, and a smarter, more satisfying shopping experience.
From drugstore brands to tech giants, everyone is jumping into the beauty-tech revolution. If you’re someone who shops online (and who doesn’t in 2025?), here are six innovations that are reshaping the way we buy—and why they might be worth trying.
1. Google’s Doppl App: Try Before You Buy, Virtually
In June 2025, Google launched its new Doppl app—a virtual try-on platform that uses augmented reality (AR) to let users see how clothes look on their real-time image. Unlike previous versions, Doppl adjusts for lighting, movement, and even body shape, giving users a much more realistic idea of how clothes fit and flow.
Consumers love it because it takes the guesswork out of online shopping. Brands love it because return rates drop significantly. With retailers like ASOS, Uniqlo, and Mango partnering with Doppl, the app is becoming the new standard for digital dressing rooms.
2. AR Makeup Try-Ons Become the Norm
L’Oréal, Estée Lauder, and Maybelline have gone all-in on AR beauty tech this year. Whether on their websites or through apps like YouCam Makeup, users can test foundations, lipsticks, and eye shadows instantly using their phone cameras. These virtual swatches adjust for skin tone and lighting, giving users a surprisingly accurate preview of the final look.
For many shoppers, this means fewer returns and more confident purchases. It’s also a safer and more inclusive way to explore products, especially for people who prefer shopping from home or have accessibility concerns.
3. Shiseido’s AI Beauty Advisor Offers Custom Recommendations
Shiseido raised the bar in personalized beauty with the launch of its AI Makeup Advisor. This chatbot uses a mix of facial recognition, skincare quizzes, and user preferences to recommend makeup and skincare routines. It also lets users try the suggestions virtually before buying.
What makes it stand out is its learning capability—the more you interact, the better it gets at understanding your needs. Whether you’re dealing with dryness, redness, or shade-matching concerns, this tool offers a tailored experience that feels surprisingly human.
4. Daydream: Your Chat-Based AI Fashion Stylist
Fashion startup Daydream is gaining popularity with its conversational AI stylist. Users build a “style profile” by chatting with the AI, which then recommends full outfits based on body type, occasion, and style preferences. Unlike typical style quizzes, Daydream learns your taste in real time.
This tool is perfect for busy shoppers who want guidance without scrolling for hours. It also helps reduce impulsive purchases by showing curated, thoughtful suggestions.
5. GlamAI and Virtual Dressing Rooms Go Mainstream
Apps like GlamAI and Perfect Corp’s YouCam Makeup are revolutionizing how people shop for clothes and beauty. These platforms allow you to mix and match items, layer makeup looks, and even try on hairstyles—all virtually.
These tools don’t just make shopping fun—they make it more efficient. Trying things digitally helps reduce unnecessary purchases and lowers environmental impact. It’s tech-meets-sustainability, and it’s catching on fast with Gen Z and millennial shoppers alike.
6. StyleDNA: Personalized Styling from a Single Photo
StyleDNA uses just one selfie to generate an entire style identity. From there, it curates outfit combinations, makeup palettes, and shopping suggestions that match your coloring, face shape, and fashion mood. It’s like having a stylist in your pocket, minus the hourly fee.
Users love the ease of the app, especially when refreshing their wardrobe or prepping for travel. With data-backed suggestions and seamless e-commerce links, StyleDNA is changing how people plan looks and discover new brands.
The beauty and fashion world has fully entered the smart era—and consumers are reaping the benefits. Virtual try-ons, AI recommendations, and personalized styling aren’t just trends; they’re tools that make shopping more inclusive, enjoyable, and efficient. In 2025, smart tech is more than a gimmick—it’s your new beauty bestie.