Pinterest has launched a new augmented reality (AR) feature called “Try On”, which allows users to virtually try on various lipstick shades suited to their complexion.

This feature is powered by Pinterest’s proprietary visual search technology called Lens. To use the feature, search “lipstick” or “lipstick shades” on Pinterest and select the “Try On” option. This will then open the phone’s front facing camera. Once this happens, just swipe through to try on up to 25 different lipstick shades. After finding the desired shade, just opt to save the Pin for later.

Every shad has a brand associated with it, which its users “Shop the look” immediately. In saved Pins that use the Try On feature, users are able to go back to the view the brand and make a purchase at any time. The initial rollout partners include beauty brands including Estée Lauder, Sephora, bareMinerals, Neutrogena, L’Oreal, NYX Professional Makeup, YSL Beauté, Lancôme, and Urban Decay.

SourceTaylor Peterson