Conversation with Wayne Liu on hyper-personalized AI- and AR-powered shopping experiences for the beauty, fashion, and wellness industries.

BACKGROUND

The beauty and fashion industries are undergoing a profound transformation driven by advancements in artificial intelligence (AI) and augmented reality (AR). No longer confined to static product pages or in-store swatches, consumers now expect personalized, immersive experiences that mirror real-world interactions. This shift has created a new category of technology providers focused on AI-powered personalization and AR-based virtual try-on, where Perfect Corp (NASDAQ: PERF) has emerged as one of the global leaders.

This space sits at the intersection of e-commerce enablement, computer vision, beauty tech, and consumer AI—where innovation isn't just enhancing the shopping journey, it's redefining it.

 

What This Market Is

At its core, this is the market for AI and AR infrastructure for the beauty, wellness, and fashion sectors. These technologies power:

Virtual try-ons for makeup, hair, eyewear, jewelry, and clothing

AI skin diagnostics that assess conditions like acne, wrinkles, and oil levels via smartphone cameras

Personalized product recommendations based on facial features, skin tone, and user preferences

Smart mirrors and kiosks in retail stores that replicate the online experience in-store

Live commerce integrations with real-time try-on capabilities on platforms like YouTube and TikTok

This sector is B2B-first, with white-label solutions embedded into brand websites, apps, and retail ecosystems, but often has B2C-facing outputs through branded experiences and AR filters.

 

Market Drivers and Trends

Several macro and consumer trends are accelerating adoption:

Digital-first beauty shopping: Post-pandemic behavior has made online cosmetic shopping mainstream, but consumers still want confidence before purchasing. AR fills the “touch-and-try” gap.

Demand for personalization: Shoppers expect tailored experiences. AI lets brands deliver it at scale—from the right lipstick shade to a curated skincare routine.

Retail innovation: Stores are embracing tech like smart mirrors and AR kiosks to compete with e-commerce.

Zero-party data strategies: Try-ons and quizzes collect data voluntarily, replacing reliance on third-party cookies.

Rise of Gen Z shoppers: Digitally native consumers engage more with immersive experiences, gamified interfaces, and virtual fashion.

 

Recent Advancements

The space has evolved rapidly in the past 24 months:

Multi-product virtual try-ons: Users can now layer lipstick, foundation, and earrings in a single AR session—closer to the real mirror experience.

Generative AI for personalization: AI now generates looks or recommends skincare regimens based on visual inputs and personal goals.

Mobile-first 3D face and body mapping: Algorithms are faster and more accurate on mobile devices without depth sensors.

Clinical-grade skin analysis: Expanding use in dermatology and medical aesthetics, potentially regulated as a medical device.

In-store to mobile sync: Try-on data from smart mirrors can be sent to a customer’s phone, creating continuity across channels.

 

INTERVIEW

Perfect Corp is a global leader in artificial intelligence (AI) and augmented reality (AR) technology, primarily serving the beauty, fashion, and skincare industries. The company offers a suite of solutions enabling virtual try-on, AI skin analysis, and personalized beauty recommendations. Its technology is widely adopted by brands, retailers, and e-commerce platforms seeking to enhance digital engagement and drive sales conversion.

Perfect Corp targets beauty, skincare, wellness, and fashion brands globally. Its solutions are popular among:

Prestige and mass-market beauty brands

Dermatological skincare brands

Retailers adding virtual try-on to e-commerce

Fashion companies for eyewear, accessories, and even apparel previews

 

Dr. Wayne Liu is a seasoned technology executive and entrepreneur, currently serving as the Chief Growth Officer and President of the Americas at Perfect Corp. He has been instrumental in scaling the company from its inception in June 2015 to a successful IPO on the NYSE, establishing it as a global leader in AR/AI technologies.  

Dr. Liu is recognized as a visionary leader in the integration of AI and AR technologies within the beauty sector. He frequently shares his expertise at global conferences and in major publications, addressing topics such as digital transformation, consumer personalization, and the future of beauty tech. His commitment to innovation and excellence has earned him accolades, including recognition as one of the "10 Most Innovative Leaders in AI & Big Data" and inclusion in "Marquis Who's Who Top Executive."

 

Here are some in-store examples where Perfect's technology is in play:

1. Amazon Parafarmacia & Beauty – Milan, Italy

In February 2025, Amazon launched its first physical store in Italy, the Parafarmacia & Beauty, located in Milan. This store integrates advanced technology to offer an immersive shopping experience:

AI-Powered Skin Analysis: In collaboration with Perfect Corp and Inovshop Group, Amazon introduced self-service mirrors equipped with iPads that utilize AI to analyze 15 skin concerns. This provides customers with personalized skincare profiles and product recommendations.

Interactive 'Place & Learn' Stations: Customers can place products on sensor-equipped surfaces to instantly access detailed information, including ingredients and usage instructions.

Digital Integration: The store features numerous screens displaying product information and advertisements, creating a seamless blend of physical and digital retail.  

2. Starboard Cruise Retail – Global Fleet

Starboard, a leading cruise retailer, has expanded its AR and AI offerings across its fleet:

SkInsight AI Skin Analysis: Developed in partnership with Perfect Corp, this tool provides guests with instant skin assessments and personalized skincare recommendations. Initially launched on Carnival Jubilee in December 2023, it has since been expanded to 30 additional ships, including those from Royal Caribbean, Carnival Cruise Line, Virgin Voyages, and TUI Cruises.

Retailtainment Initiatives: Starboard is investing in immersive retail experiences, combining entertainment with shopping to enhance customer engagement onboard.  

3. Equinox Spas – Select Locations

Equinox has incorporated advanced technology into its spa services to elevate the wellness experience:

Aescape Robotic Massage: Available at select Equinox locations, this AI-driven massage system offers customizable treatments, adapting to individual muscle tension and preferences.

Digital Transformation: By implementing Microsoft Dynamics 365, Equinox has streamlined operations and enhanced member experiences through personalized app features and automated services.

 

Let us know if you have more good examples of AR in commerce, online and in stores.