Augmented reality is behind Google’s latest feature. The beauty tool launches this week in the U.S., bringing benefits to in-store shopping with mobile phones.

The company is working with data partners ModiFace and Perfect Corp to create an AR-powered experience to help consumers better visualize thousands of lipstick and eyeshadow shades from L’Oreal, MAC Cosmetics, Black Opal and Charlotte Tilbury.

Through the AR experience that aims to connect consumers to brands, those using the tool can see what the colors look like on a range of skin tones and compare shades and textures. 

Google also now shows recommendations from beauty, apparel, and home and garden experts who highlight their favorite products in videos found in Google Shopping.

Professional makeup artist Jonet talks about what products can help to achieve a dewy look or learn how Homesick Candles make the perfect holiday present. The feature comes from the team at Shoploop, formally part of from Area 120, Google’s in-house incubator.

Sheri Bachstein, global head of IBM Watson Advertising and The Weather Company, an IBM Business, spoke about AR to shop from home in a recent interview with MediaPost.

Bachstein spoke about how AR will benefit consumers and brands by creating a personal interaction. “I’m looking forward to, say, when I can try on a shirt virtually,” she said. “It’s coming. You’re starting to see it being used by some of the beauty brands.”

She said the saddest thing is when you go to the store these days during COVID-19 and the dressing rooms are dark, and you can’t try anything on.

“It’s disappointing for those who like to shop,” she said. “If we can only shop online, at least we can feel like we’re in the store.”