Forget microblading! L’Oréal launches Brow Magic device that uses augmented reality to create and draw your perfect EYEBROWS

  • L’Oréal has launched a new eyebrow device using AR and printing technology 
  • The device scans the person’s face to find out the best brow style and thickness
  • The eyebrow is printed on your face but can be removed with a make-up wipe
  • Microblading, threading and waxing may become a thing of the past as a result 

Beauty tech has taken off over the past few years, with AI now able to help choose which lipstick best suits your complexion, and hairdryers featuring intelligent temperature controls.

Now, L’Oréal has unveiled a new product that uses augmented reality (AR) to draw on your perfect eyebrows – making microblading, threading and waxing a thing of the past.

At the 2023 Consumer Electronics Show (CES) in Las Vegas this week, the beauty giant unveiled its Brow Magic device.

Developed in a partnership with Prinker, a company which specialises in printed, non-permanent tattoos, the technology scans the user’s face and makes recommendations on the best ways to shape your brows.

L’Oréal Brow Magic uses AR technology to scan your brow, recommending the perfect shape and thickness, before using a 2,400 tiny nozzles and printing technology to draw your brows. Pictured: A man testing out the smart brow applicator at the Consumer Electronics Show

The Consumer Electronics Show (CES) 2023 will kick off in Las Vegas on Thursday, running until Sunday.

Here are some of the weird and wonderful tech developments that is will be unveiled at this year’s show:

  • Anti-snore pillows
  • Self-sinking golf balls
  • An electric flying taxi
  • A smart helmet with navigation systems built in
  • A customizable robot with working arms
  • A robotic pillow that acts like a dog or a cat

AR layers computer-generated images on top of an existing reality. 

In this instance, computer-generated images of the perfect brow for that user will be layered on top of the image of their existing brow. 

Users brush a primer through their brows and then use a handheld device to swipe across each eyebrow in a single motion, before applying a final top coat.

The brow applicator uses 2,400 tiny nozzles and printing technology to apply up to 1,200 drops of printing resolution per inch.

The new make-up machine, however, does not work like a semi-permanent tattoo. 

The painted-on eyebrows can be taken away immediately using make-up remover if you decide it’s not the right shape or it’s too thick.

The handheld, lightweight device is the first electronic brow make up device created, according to L’Oréal .

The aim of the new product is to create a natural looking, personalized eyebrow, to suit the user’s natural brow shape and facial features.

Guive Balooch, L’Oréal’s global head of research and innovation tech incubator, said: ‘Often, we find a brilliant technology that is being applied to something outside the beauty realm. 

It is the first electronic brow make up device created. It is a handheld, lightweight device (pictured), that can work within seconds, L’Oréal said

AR on users’ phones scans the face and then offers recommendations for microblading, micro-shading or a filler style effects

Pictured: A man testing out the smart brow applicator at the Consumer Electronics Show

‘Combining L’Oréal’s heritage of beauty with these advanced technologies allows us to create entirely new beauty gestures—reimagining the original technology, and the traditional beauty experience, in the process.’

The global brand has also launched a smart lipstick applicator for people with limited hand and arm mobility.

HAPTA is the first handheld, ‘ultra-precise’ computerized makeup applicator, allowing 50 million people worldwide with limited fine motorskills to apply lipstick with a steady hand at home. 

The AR technology scans the user’s face and makes recommendations on the best ways to shape your eyebrows, this includes recommendations for microblading, micro-shading or a filler effect


The L’Oréal Magic Brow device uses AI and printing technology to help users get their desired brow shape and thickness within seconds. Pictured: The brow device being tested on an arm at the Consumer Electronics Show 

It works using a set of built-in smart motion controls and a magnetic attachment that allows for easy ergonomic use.

It can make 360 degrees rotation and 180 degrees of flexion, with the user being able to click the device into the intended position.

Those using it can then keep it in the same locked position, so it stays that way for future use.

It will be trialed through L’Oréal owned Lancôme and will be launched this year.

The global brand has also launched a smart lipstick applicator for people with limited hand and arm mobility called HAPTA. Pictured: An example of the device in use

The global brand president of Lancôme said: ‘Beauty tech has enabled us to fulfill this mission in an even more powerful way, revolutionizing the way we develop beauty products and services and enabling greater personalization.

‘With HAPTA we are going one step further by making beauty more accessible to use, because everyone should have equal access to it.’ 

A L’Oréal spokeswoman told MailOnline: ‘The cost is yet to be determined, it’ll be launching later this year.’

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