Shoppers at Estee Lauder counters now have a new tool to find their perfect foundation color — an in-store app called iMatch Virtual Shade Expert that uses artificial intelligence. 

Created in partnership with Perfect Corp’s YouCam Makeup, the app is designed to work with  Estee Lauder’s best-selling line, Double Wear Stay-in Foundation.

Stéphane de La Faverie, global brand president for Estée Lauder, told WWD that iMatch is a first-to-market app for precision foundation shade detection. It is rolling out in the U.S., the U.K. and Japan now, and is expected to be in more than 30 countries in the next six months.

Estee Lauder already has a lipstick try-on tool, with 8,000 devices around the world. According to WWD, De La Faverie says that online, customers who use the tool have a 2.5-times higher conversion rate.

Initially, Estee Lauder debuted an augmented reality training app for its beauty advisors — and it was the world’s first live AR makeup education program.

Last year, haircare brand Madison Reed launched a hair-color try-on tool.