The tech giant teamed up with NYX to create a VR experience that lets users experience tutorials and products on a digital platform

Makeup trends change with the scene, but a lot of different stores and brands are jumping on the VR bandwagon in order to let customers try on products digitally. The latest brand to join is affordable cosmetic company NYX, with its Impossibly NYX Professional Makeup. In collaboration with VR production agency Cubicle Ninjas and Samsung, the experience allows users to get tutorials from beauty vloggers Kristen Leanne, Mykie and Karen Sarahi Gonzales, as well as learn about different products and get special discounts.

The move is a bid to connect with customers in an increasingly digital landscape, as Rachel Weiss, VP of Digital Innovation and Entrepreneurship at L'Oréal USA (NYX's parent company) said in a statement: “The retail landscape is rapidly evolving, and we're evolving with it… Through VR, we're creating more dynamic, personalized experiences that add value for our customers in a new and personalized way.”

NYX | Samsung

Makeup trends change with the scene, but a lot of different stores and brands are jumping on the VR bandwagon in order to let customers try on products digitally. The latest brand to join is affordable cosmetic company NYX, with its Impossibly NYX Professional Makeup. In collaboration with VR production agency Cubicle Ninjas and Samsung, the experience allows users to get tutorials from beauty vloggers Kristen Leanne, Mykie and Karen Sarahi Gonzales, as well as learn about different products and get special discounts.