Drest Branches out to Beauty

by | May 22, 2020

The world’s first interactive luxury styling app Drest, has now expanded into beauty. And the new features it offers is thanks to British Beauty Council Advisory Board Member and make-up artist Mary Greenwell.

Founded by Lucy Yeomans, the former Net-a-Porter magazine Editor-in-chief, Drest enables users to purchase real-life versions of the looks via online retail platform Farfetch. The partnership has led to Mary curating a selection of makeup looks for the app’s avatars. Now, not only will users be able choose from real-life looks from brands such as Gucci, but they will also be able to virtually apply cosmetics such as eye liner and eye shadow (with the options of subtle, cut-crease or blended) or blusher. There is also the option to follow along with in-feed tutorials led by Mary herself.

Mary told Walpole:

“I am overjoyed to have collaborated with Lucy and the DREST team – the app is such a brilliant concept, it’s so much fun to be able to switch out eyeliner in a flash, or put more lashes on and change lip colour in a heartbeat. This virtual journey has been unforgettable; I love beauty, that’s what I really love in makeup, so I focused on making the end image beautiful – imagining all of the incredible, endless ways that looks can come alive. I considered each avatar’s unique facial features and skin tone and developed makeup options that I hope everyone will feel excited to discover and experiment with.”Mary Greenwell, makeup artist.

The partnership is the app’s first of several beauty collaborations planned for the year, which will include leading beauty brands from around the globe. The world of AR and AI is steadily growing in both the fashion and beauty communities. The ability to play with styling and makeup virtually not only satisfies creativity, but provides escapism, and a reality that is not always achievable in the real world. As we now face trialling times socially and economically, the appetite for this is only set to rise.

Latest posts:

How to trade in China, according to beauty trading experts

How to trade in China, according to beauty trading experts

UK success stories in the Chinese market feel novel. Take British brand's Vitabiotics expansion which has seen 30-40% year on year growth in the market since 2015, or, Argentum Apothecary's launch into China Duty Free just a year after making the jump. BeautyMatter is...

How much filler did Alice Hart-Davis’ MRI reveal?

How much filler did Alice Hart-Davis’ MRI reveal?

Originally published by Alice Hart-Davis, founder of The Tweakments Guide and member of the Council's Policy Committee, this article explores how long dermal fillers really last in the face. Alice says herself: 'Just how long can temporary dermal fillers last in the...

THE NEWS YOU NEED TO KNOW

Stay on top of what's happening across the British beauty industry with our weekly news updates, delivered straight to your inbox.

Thanks for subscribing to receive news updates from the British Beauty Council.

Pin It on Pinterest

Share this on social: