Walmart is improving its Beauty Virtual Try-On feature

Walmart is building on its AR technology, which allows shoppers to see what items might look like in real life before making a purchase.

The retailer is expanding its Beauty Virtual Try-On feature to include hair color products, allowing customers to easily experiment with different color cosmetics and hair tones in real time before hitting the buy button.

By focusing on offering personalized experiences, users can search for their perfect match and make their purchase easily through the digital platform, the company said.

Nearly 500 hair color products from brands like Madison Reed, Revlon and Wella are available on Walmart’s iOS app, and the retailer has plans to add more brands in the future.

In addition to hair colors, the experience also includes products from elf Cosmetics, NYX Professional Makeup, Black Radiance and wet n wild, among others.

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