1. Personalisation and AI
According to Guive Balooch, global vice president of L'Oreal's Technology Incubator, "50% of women complain that they can't find the right shade of foundation for their face, and women with darker skin tones have been crying out for more choice."
But putting thousands of shades on shop shelves would be "impractical", he says.
Instead, L'Oreal subsidiary Lancome has come up with a custom-made foundation machine called Le Teint Particulier, which promises to find the "exact match" for your skin using AI.
Lancome's consultants first work out your facial skin tone using a handheld colorimeter - a type of digital scanner. The results are then run through a computer, which uses a proprietary algorithm to choose from 20,000 different shades. Finally, the computer's findings are sent to a machine that mixes the foundation for you, there and then in the shop.
According to market research firm Mintel, demand for personalized cosmetics is growing fast. Nearly half of consumers like the idea that a beauty product is personalized especially for them, and a third think such products give better results.
2. Virtual 'try on' apps
As we do more of our shopping online beauty brands are increasingly using augmented reality (AR) to enhance the experience.
Improvements in image recognition and face tracking tech is making these digital overlays more accurate.
Take Sephora's Virtual Artist, which lets customers virtually try on thousands of shades of lipstick and eyeshadow through their smart phones or at kiosks in stores.
The app works by measuring where your lips and eyes are in real time, then tracking those facial feature points so it knows where to put the cosmetics.
Sephora says more than 200 million shades have been tried on through Virtual Artist since it was launched in 2016, and a host of other brands, from Garnier to Germany's DM, have launched "try on" apps, too.
But some reviewers warn the apps are no substitute for trying on products for real before you buy them.
Maghan McDowell, innovation editor at Vogue Business, agrees they are not "100% accurate" but says customers still find them useful.
3. Smart skincare tools
Would you trust a computer to rate your skin? The HiMirror, a "smart mirror" made by Taiwan's New Kinpo Group, does just this.
It takes a photo of your face every time you log in and scans it for wrinkles, red spots, pores, fine lines, and brightness levels.