L’Oréal has a device to help people with limited mobility apply lipstick

At CES 2023, L’Oréal unveiled two new devices that solve some very different problems.

HAPTA is a machine that helps people with limited hand and arm mobility to apply lipstick, and L’Oréal Brow Magic is an electronic eyebrow makeup applicator that gives you customized eyebrow looks in seconds.

Guive Balooch, lead innovator and head of L’Oréal’s technology incubator, told Mashable at CES 2023 that the HAPTA machine is comparable to spoons that help people with limited mobility to eat on their own.


CES 2023: Everything you need to know

“People who could never eat on their own could eat on their own,” Balooch said. “And their community [wanted] something similar to use for makeup. Many times in my career I’ve done things that push, but this one was a real pull.”

HAPTA is a handheld smart makeup applicator that gives people living with limited fine motor skills the ability to apply lipstick smoothly at home using technology created by Verily Life Sciences. It works by combining motion controls and customizable attachments to stabilize and smooth the lipstick itself as the wearer brings it closer to the mouth. HAPTA – which was piloted with L’Oréal-owned Lancôme – comes with a magnetic attachment, a built-in battery and the ability for the user to rotate the lipstick 360 degrees.

“For L’Oréal, the future of beauty is inclusive. And this future will be made more accessible with technology,” Nicolas Hieronimus, CEO of L’Oréal Groupe, said in a press release. “The two consumer technologies we’re unveiling this year at CES represent the true purpose of our company: to create the beauty that moves the world.”

L'Oréal Brow Magic

Temporary tattoos, but for your eyebrows.
Credit: L’Oréal

L’Oréal also introduced Brow Magic at CES 2023, a beautiful and innovative product that involves a quite different set of technologies than HAPTA. Brow Magic, developed by L’Oréal and Printer, is a handheld device that uses AI to give you the perfect brow. You use it by scanning your face on the L’Oréal Brow Magic app, choosing the shape, thickness and effect of the brow you want, brushing L’Oréal Brow Magic primer over your eyebrows, moving the device over your skin, then applying a top coat to complete it all. It has two conical elements – one you hold and the other you press against your face – that use 2,400 tiny nozzles to press your brows onto you in seconds. They are essentially non-permanent tattoos that you can remove after a day or two with makeup remover.

Both HAPTA and Brow Magic are expected to launch in 2023.

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