For years, the process of developing makeup looks for models on paper face charts has been an industry staple of professional and elite makeup artists. As the beauty industry evolves and the influence of technology becomes more apparent, professional makeup artists are also employing digital beauty as a way to streamline their process.

According to a recent study from Poshly, 32% of makeup artists are now using digital makeup apps to communicate their makeup looks to their clients. Now digital face charts are showing up on the runways (backstage of course!).

For NYFW S/S 2018, Gucci Westman, best known for her celebrity clients that include Drew Barrymore, Julianne Moore, Gwyneth Paltrow, Cameron Diaz, Jennifer Lawrence and Anne Hathaway, designed the makeup look for womenswear brand Hellessy using digital face charts in Perfect365 PRO. Perfect365 PRO is a digital makeup platform designed specifically for freelance and counter makeup artists.

Gucci Westman has been a consultant for many years for top makeup brands and has always been sought out for her expertise to develop colors and create looks for each season. She was Artistic Director at Lancome, Global Artistic Director at Revlon and currently is consulting for skincare specialist brand SK-II. Now she’s taking her makeup innovation another step forward by incorporating technology into the process.

“Having a makeup artist of Gucci Westman’s status is a testament to the evolution happening in the beauty industry. Digital beauty streamlines the interaction between the artist and their clients and takes customization, speed and convenience to the next level in creating a more engaging experience for the customer,” says Cara Harbor, director of marketing for Perfect365, Inc.

In fact, we are starting to see an entire industry of change. According to a recent survey conducted with Poshly and Perfect365, Inc, 32% of makeup artists are using digital makeup apps to develop looks for their clients, and makeup brand retailers like Anna Sui and NYX Cosmetics are jumping on board too by using Perfect365 PRO in their stores. Imagine being able to send a customer a picture of them with a new lipstick on before it even hits the stores? This is what digital beauty hopes to offer the retail industry.

“Digital connects with the buyer’s experience on their phones, where they spend most of their time and drives them back into the store for a purchase. While other industries are thriving online, the beauty industry is challenged with how to entice buyers with makeup try-ons even outside of the store. Digital beauty is bridging this gap and will completely transform the industry,” said Harbor.

Another Poshly survey, conducted by CHICSTUDIOS and Perfect365, found that 85% of makeup artists would want to offer their clients a preview of a makeup look on their photo or by having them look through a live camera. The demand for digital is being driven by a new crop of makeup buyers that spend most of their lives on a smartphone. In fact, 78% of women between the ages of 18-35 would be more inclined to purchase makeup from a brand if they could see what it looks likes virtually on their face before purchasing it.

Right now, the look Gucci Westman created for Hellessy’s NYFW S/S 2018 show is available to try on in the Perfect365 app. Users of the app can virtually try on the look using the live mirror feature.

Technology is impacting every industry, and the beauty industry is no different. The digital beauty evolution is upon us. Are you ready to go digital?

Photo: Gucci Westman at New York Fashion Week, creating a look for Laura Hutton.