ModiFace
ModiFace is a Toronto-based AR and AI technology company, wholly-owned by L'Oréal, that provides virtual try-on and skin analysis platforms for makeup, hair, and nail products to enterprise beauty brands, global retailers, and social commerce platforms across 100+ countries.
- Company typePrivate
- Founded2007
- HeadquartersToronto, Canada
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What ModiFace does
ModiFace Inc., founded in 2007 and headquartered in Toronto, Canada, is an augmented reality and artificial intelligence technology company purpose-built for the beauty industry. It was acquired by L'Oréal S.A. in 2018 and now operates as a wholly-owned subsidiary. The company develops proprietary face, hair, and nail tracking systems, AI-powered skin analysis algorithms, and realistic rendering engines designed entirely in-house, holding 50+ registered patents and producing 300+ scientific publications. Its product platform comprises Makeup Virtual Try-On, Hair Virtual Try-On, Nail Virtual Try-On, Skin Analysis, Face Analysis, Foundation Finder, Hair Care Diagnostic, and Teleconsultation, delivered via embeddable miniprograms (two lines of code), Software Development Kits (SDK), and APIs, with content configuration managed through the Firecamp CMS and Shade Matching CMS. In 2024, ModiFace extended into generative AI with Beauty Genius, a conversational beauty assistant developed in collaboration with L'Oréal Paris.
ModiFace serves three primary customer segments: (1) L'Oréal-owned beauty brands such as Lancôme, Maybelline, NYX Professional Makeup, Urban Decay, Garnier, It Cosmetics, YSL Beauty, Essie, and L'Oréal Paris; (2) third-party beauty brands and large retailers including El Corte Inglés, Druni, Reliance Retail (Tira Beauty), Flipkart, Shopee, A.S. Watsons, Arenal Perfumerías, Perfume's Club, and Ekozmetikum; and (3) social commerce platforms through integrations with Meta (Facebook and Instagram), Google Search, YouTube, TikTok, Snapchat, and WeChat. The platform reaches nearly one billion consumers globally across more than 100 partners in over 100 countries and processes over 100 million virtual try-on sessions annually within L'Oréal's ecosystem alone.
Revenue is generated through three streams: annual license fees for virtual try-on services (per service line including hair, nails, and makeup, with unlimited try-ons and SKUs across all platforms), usage-based pricing for skin analysis, face analysis, and foundation finder, and per-SKU pricing for premium shade validation by ModiFace experts. Customer outcomes reported by partners are strong: El Corte Inglés documented a 4x increase in time spent on website and doubled purchases with VTO, while Druni reported a 2.4x increase in purchase intent, providing credible evidence of monetization impact for retailers.
ModiFace firmographics
Firmographics- Name
- ModiFace
- Legal name
- ModiFace Inc.
- Website
- https://modiface.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- ModiFace is a Toronto-based AR and AI technology company, wholly-owned by L'Oréal, that provides virtual try-on and skin analysis platforms for makeup, hair, and nail products to enterprise beauty brands, global retailers, and social commerce platforms across 100+ countries.
- Ownership category
- akta.pro rank
ModiFace industry classification
Industry- Product category
- Beauty Technology Software
- akta.pro primary industry
- XR/AR/VR/MR Development Frameworks & Toolchains (MPAFAFAF)
- akta.pro secondary industries
- AI Application Enablement Platforms (Copilot/Agent Frameworks, SDKs) (HDAEANAJ), Virtual Influencers, VTubers & Avatar/Face-Tracking (Gaming Creators) (MPAFAEAK)
Keywords
Where ModiFace is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
ModiFace business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Virtual Try-On Annual License: Annual license fee for virtual try-on services (hair, nails, makeup). Includes unlimited try-ons, unlimited SKUs, launch in any country, all platforms (web, iOS, Android), all makeup categories, product page and standalone experiences, before/after + capture features, access to content management system, and customer support.
- Analysis Tech Usage-Based Pricing: Usage-based pricing for skin analysis, face analysis, and foundation finder services. Includes recommendations with unlimited products, toggleable features, and access to configuration CMS.
- Shade Validation Services: Premium shade validation service from hair and makeup experts. Priced per SKU, working from physical products or detailed reference images. Free setup tools available in content management system.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Virtual Try-On Annual License - All-Inclusive |
| Usage-based | Pay-as-you-go | Analysis Tech - Usage-Based |
| Unit Pricing | Multi-year contract | Shade Validation - Premium Expert Service |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels6 records
ModiFace product offering
Product offeringCore offering
ModiFace develops and licenses proprietary augmented reality and AI technology purpose-built for the beauty industry. Its core offering includes AR-powered virtual try-on for makeup, hair color, and nails, plus AI-driven skin analysis, face analysis, and foundation shade matching, delivered via SDK, API, and embeddable miniprogram to enterprise beauty brands, retailers, and social commerce platforms.
Product overview
ModiFace is a beauty technology company (wholly-owned subsidiary of L'Oréal, acquired in 2018) offering a modular platform of augmented reality virtual try-on and AI-powered analysis products. The core platform consists of three primary VTO products: Makeup Virtual Try-On (for color cosmetics including lipstick, eyeshadow, foundation, and brows), Hair Virtual Try-On (for hair color experimentation), and Nail Virtual Try-On (for nail shades and nail art). These are complemented by four analysis products: Skin Analysis (detecting 20+ skin concerns from selfies), Face Analysis (evaluating 20+ facial features for personalized makeup recommendations), Foundation Finder (AI-powered shade matching), and Hair Care Diagnostic. The platform is delivered through two deployment options: an Embeddable Miniprogram (hosted solution requiring minimal code) or a Software Development Kit (SDK for custom builds), with customization managed through two CMS tools (Shade Matching CMS for product rendering and Firecamp for content/branding). Add-on features include Live Scan (look extraction), Color Match, Tutorials, and Teleconsultation. Beauty Genius is the company's generative AI assistant for conversational beauty guidance. All technology is built in-house since 2007 with 50+ patents and 300+ scientific publications.
Differentiator
Problem solved
Functional benefit
Products and services
- Makeup Virtual Try-On AR-powered virtual try-on technology allowing users to view color cosmetics (lipstick, eyeshadow, eyeliner, mascara, foundation, blush, contour, highlighter, brows) in real-time on live video or uploaded images. Supports all major makeup categories and various finishes including matte, gloss, metallic, sheer, and cream. Designed for integration into beauty brand websites, mobile apps, and social commerce platforms.
- Hair Virtual Try-On Virtual hair color try-on allowing users to experiment with different hair colors before making a commitment. Combines superior tracking with realistic shade rendering that adjusts to user's existing hair color, supports multi-color try-on, and provides precise tracking on various hair styles. Built in collaboration with L'Oréal's Professional Products Division.
- Nail Virtual Try-On Precision hand tracking for trying on nail shades and nail art virtually. Tracks each nail individually allowing different art on each nail, with hand orientation and pose understanding for realistic rendering of advanced nail art looks.
- Skin Analysis AI-powered skin assessment technology providing detailed skin evaluation from a single selfie image. Detects over 20 skin concerns including wrinkles, pigmentation, pores, radiance, and acne, with accuracy similar to a dermatologist. Includes product recommendations to target identified concerns. Built with over 10,000 dermatologist-validated images.
- Foundation Finder AI-powered foundation shade recommendation tool using patented algorithm to identify skin tone and undertone from video capture regardless of lighting conditions. Recommends the most accurate shade match for user's unique complexion.
- Face Analysis Ultra-personalized makeup recommendation experience based on AI diagnostic of 20 facial features from a selfie. Detects characteristics including skin tone, undertone, face shape, eyebrow shape, eye color, eye type, hair color, and more. Provides custom tailored looks created by expert makeup artists.
- Teleconsultation 1:1 video consultation service connecting customers with Beauty Advisors for personalized beauty advice. During consultations, advisors can virtually apply makeup in real-time using ModiFace VTO technology and recommend products that customers can favorite and add to cart directly.
- Beauty Genius Gen AI-powered personal beauty assistant developed with L'Oréal Paris. Leverages AR, computer vision, and generative AI for personalized diagnostics, beauty routine recommendations, and conversational Q&A sessions. Designed to help consumers navigate overwhelming beauty product choices with an immersive and secure experience resembling conversation with a beauty expert.
- ModiFace Lite SDK Lightweight software development kit under 2.2MB for web with up to 30 FPS performance. Smaller, smoother, and quicker version of the core SDK designed for faster loading and seamless live video experiences. Available for Web, iOS, and Android.
- ModiFace Software Development Kit (SDK) Full software development kit allowing brands to build custom virtual try-on experiences. SDK packages code for hosting and deployment, with easy-to-use interfaces like 'Start Photo Mode' and 'Start Live Mode'. Downloadable from sdk.modiface.com.
- ModiFace Embeddable Miniprogram Hosted solution requiring only two lines of code to deploy. Entire experience hosted by ModiFace with customization through Firecamp CMS for localizations, assets, and products. Available for all virtual try-on and skin analysis solutions.
Quantifiable outcome
- 4x increase in time spent on website for retailers using virtual try-on
- +5 more outcomes
Companies that use ModiFace
Customer profileNamed customers17 records
Segments3 records
Ideal customer profiles2 records
ModiFace technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability7 records
Feature12 records
ModiFace partnerships and signals
Strategic signalPartnerships
21 partnerships are on record, tiered flagship, minor, regional and core.
- FlipkartflagshipFlipkart, India's homegrown e-commerce marketplace, launched Skin Analyser on their mobile app. First integration for ModiFace to provide category-wide skin analysis technology to an Indian e-commerce platform. Launched at Flipkart's Glam Up Fest in Mumbai.
- Reliance Retail (Tira Beauty)flagshipIndia's largest retailer launched ModiFace Virtual Try-On on their Tira Beauty platform. Consumers can try on makeup from L'Oréal brands including L'Oréal Paris and Maybelline directly from product pages.
- EkozmetikumminorHungarian online retailer launched eDermoRutin using ModiFace Skin Analysis technology providing personalized skincare routines with recommendations from L'Oréal dermatological brands (CeraVe, Vichy, La Roche-Posay).
- ShopeeflagshipShopee, leading e-commerce platform in Southeast Asia and Taiwan, launched SkinCam - a virtual skin diagnosis tool powered by ModiFace technology in collaboration with L'Oréal. Available in Philippines, Thailand, Indonesia, Malaysia, Singapore, Vietnam, and Taiwan.
- Meta (Facebook)flagshipFacebook/Meta integration with Spark AR bringing ModiFace-powered AR makeup try-ons to Instagram Shopping. First L'Oréal brands (NYX, Urban Decay, Maybelline, Lancôme) launched with lipstick VTO. Facebook also integrating ModiFace AR into new advertising formats.
- El Corte InglésregionalFirst Spanish retailer to incorporate ModiFace technology. Reports 4x increase in time spent on website and doubled purchases. Supports L'Oréal brands including Lancôme, YSL Beauty, Giorgio Armani, Urban Decay, L'Oréal Paris, Maybelline, and NYX.
- L'OréalcoreL'Oréal acquired ModiFace in 2018, making it a wholly-owned subsidiary. ModiFace works with teams across L'Oréal to bring beauty expertise to everything they build. The acquisition positioned L'Oréal as a leader in beauty tech, with ModiFace's VTO engine now handling over 100 million sessions annually.
- GooglecoreModiFace enables virtual try-on effects to surface on Google Search for products when users search relevant terms. Maybelline's Superstay Matte Ink campaign demonstrates instant shade try-on from search results.
- TikTokcoreModiFace creates compact virtual-try-on experiences for TikTok wrapped in fun visual elements. Brands can leverage TikTok's interactive gestures and engage customers organically on one of the world's fastest growing platforms.
- SnapchatcoreModiFace ports VTO effects into Snapchat Lenses, allowing brands to build single product try-ons, multicategory buildable looks, or unique experiences with branding and customization.
- YouTubeminorModiFace data leveraged in YouTube Ad Campaigns allowing users to virtually try products while watching relevant content. Supports try-on on photos or live mode.
- WeChatcoreWeChat Makeup SDK and WeChat Hair SDK enable virtual try-on experiences inside WeChat miniprograms. Supports direct integration on product pages or standalone VTO experiences.
- DruniregionalSpanish e-commerce retailer launched ModiFace Virtual Try-On technology. Reports 2.4x increase in intent to purchase for users after trying VTO and 4x increase in time spent on website.
- Perfume's ClubregionalIndependent e-commerce perfume shop in Spain incorporated ModiFace Virtual Try-On technology allowing customers to see L'Oréal brand products on them in real time.
- A.S. WatsonsregionalLeading health and beauty retailer in Asia innovates with AI-powered skincare solutions powered by L'Oréal's ModiFace technology.
- Arenal PerfumeríasregionalSpanish retailer launched ModiFace VTO for L'Oréal luxe brands including Lancôme, Armani, YSL, It Cosmetics, and Urban Decay.
- EssiecoreEssie leveraged ModiFace technology to launch Essie On Hand - a first-of-its-kind virtual nail try-on tool allowing customers to see shades on their own live image or photo with preset nail art looks.
- YSL BeautyflagshipYSL Beauty launched Rouge Sur Mesure Powered by Perso device with ModiFace VTO technology for creating custom lip color shades. Uses shade wheel with real-time VTO, image-based shade matching, and AI-powered shade advisor.
- GarniercoreGarnier UK launched V2 of ModiFace Hair Color VTO with enhanced features including sorting by color families. Garnier's Skin Coach AI powered by ModiFace provides personalized skincare recommendations.
- Vector InstituteminorAcademic collaboration on GAN research for hair transfer technology (LOHO). Toronto-based AI research institute collaborating with ModiFace on next-generation rendering technology.
- INSA LyonminorInternational academic collaboration on SSTVOS video object segmentation research. French institute contributing to ModiFace's video processing capabilities.
Scale indicators10 records
Recent moves6 records
Expansion highlights5 records
ModiFace competitors and assessment
Company assessmentDirect peers
- Perfect Corp: Perfect Corp's YouCam Makeup is the most direct competitor to ModiFace, offering AR virtual try-on for makeup, hair color, and skin diagnostics to global beauty brands and retailers via SDK and APIs with similar enterprise B2B motion.
- PulpoAR: PulpoAR provides AR virtual try-on technology for beauty, cosmetics, and eyewear via SDK and API, offering a similar B2B SaaS model to beauty brands and retailers across global markets as a direct alternative to ModiFace.
- Revieve: Revieve delivers AI-powered beauty advisor and skin diagnostic solutions for beauty brands and retailers, overlapping directly with ModiFace's Skin Analysis, Foundation Finder, and personalized recommendation capabilities.
Broad incumbents
- Sephora (LVMH): Sephora operates Virtual Artist, an in-house AR try-on tool for its retail channels, representing a large beauty retailer with proprietary AR capabilities that competes with ModiFace for the attention of beauty brands seeking integrated retail AR experiences.
- Ulta Beauty: Ulta's GLAMLab provides AR try-on and skin analysis features on its e-commerce platform, serving as a competing beauty retailer with proprietary AR that overlaps with ModiFace's makeup and hair try-on capabilities.
- Estée Lauder Companies: Estée Lauder operates its own AR/AI beauty technology programs (including partnerships with Perfect Corp) across MAC, Clinique, and Tom Ford, making it a competing enterprise buyer and adjacent technology developer in the same ModiFace addressable market.
- Snap Inc. Snap operates Lens Studio and Snapchat's AR platform, which competes with ModiFace for brand AR spend on the same social distribution channels and increasingly offers native beauty VTO capabilities that could disintermediate third-party providers.
- Charlotte Tilbury (Puig): Charlotte Tilbury has built branded AR try-on experiences (Pillow Talk Party) for its luxury beauty portfolio, representing a competing beauty brand deploying its own AR experiences alongside or in lieu of ModiFace's licensed technology.
Emerging players
- Holition: Holition develops AR try-on and virtual product experiences for beauty and luxury brands, sharing ModiFace's enterprise B2B motion but with a narrower footprint and fewer beauty-specific deployments.
- Orbo AI: Orbo AI provides AI-powered beauty and skin analysis tools with virtual try-on capabilities, competing in the same enterprise beauty-tech category as ModiFace but with a smaller global partner footprint and narrower product suite.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
ModiFace social profiles
Digital presenceModiFace financial estimates
Financial estimateRevenue estimate
Valuation estimate
ModiFace leadership team
Management profileNumber of profiles
Profiles2 records
ModiFace funding detail
Funding detailFunding overview
Funding rounds2 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ModiFace M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ModiFace
What does ModiFace do?
ModiFace develops and licenses proprietary augmented reality and AI technology purpose-built for the beauty industry. Its core offering includes AR-powered virtual try-on for makeup, hair color, and nails, plus AI-driven skin analysis, face analysis, and foundation shade matching, delivered via SDK, API, and embeddable miniprogram to enterprise beauty brands, retailers, and social commerce platforms.
Is ModiFace a public or private company?
ModiFace is a private company. It is classified as corporate owned and is currently operating.
When was ModiFace founded?
ModiFace was founded in 2007. It employs 11 to 50 people.
Where is ModiFace based?
ModiFace is headquartered in Toronto, Canada, in the North America region.
How does ModiFace make money?
Three revenue lines are on record. Virtual Try-On Annual License is the primary driver. The others are analysis Tech Usage-Based Pricing and shade Validation Services.
Who are ModiFace's main competitors?
Direct peers on record are Perfect Corp, PulpoAR and Revieve. Broad incumbents are Sephora (LVMH), Ulta Beauty, Estée Lauder Companies, Snap Inc. and Charlotte Tilbury (Puig). Emerging players are Holition and Orbo AI.
Does ModiFace have an API?
Yes. ModiFace offers APIs for skin analysis and custom solutions. The Skin API provides core diagnostic technology allowing developers to build their own user experiences. Developers can send an image to the API and receive analysis results with information about detected skin concerns. Available for custom enterprise solutions. The API also supports image submission for face analysis, returning facial feature data. Integration is done through the SDK or direct API calls. Developer documentation is at sdk.modiface.com.
What industry is ModiFace in?
ModiFace's product category is Beauty Technology Software. Its primary akta.pro industry code is MPAFAFAF, XR/AR/VR/MR Development Frameworks & Toolchains, with a secondary code of HDAEANAJ, AI Application Enablement Platforms (Copilot/Agent Frameworks, SDKs).