Beauty brand Rimmel has launched a new app called ‘Get the Look’ for its UK customers. The app lets users try on makeup looks from the streets and magazines by assessing the image and utilising Rimmel’s beauty database to match the makeup shade. Rimmel has disclosed it will look for a retail partner to launch the app with in future.

Once users have taken a picture of a look they love and uploaded it to the app, it acts as a personalised augmented-reality mirror that allows them to virtually try a look using colour-matched cosmetics by Rimmel, with an option to purchase.