MAC Cosmetics: Brow Recommender

Bridge beauty expertise and digital convenience

MAC customers wanted a way to understand and shop for brow products tailored to their unique features, without booking an in-store consultation. The goal was a hyper-personalized virtual try-on that could detect a customer's brow attributes, recommend a tailored look, and convert that recommendation into a sale, end to end, on a phone.

Four jobs, one flow

• 01

  Detect: scan a user's unique brow attributes through the camera.

• 02

  Recommend: suggest tailored brow goals: shape, thickness, length, definition.

• 03

  Educate: walk through step-by-step tips so the recommendation actually makes sense.

• 04

  Convert: connect directly to a curated shopping list for instant purchase.

Human-centered, but built around technical constraints

• Discovery & research

  Identified user needs around brow education, try-on, and product selection before any screen was sketched.

• Analysis

  Defined the technical flows for AI detection, camera consent, and mobile performance constraints up front, so the design never outran what the tech could actually do.

• Experience design

  Built interactive wireframes and full journey maps covering consent, scanning, analysis, and goal selection.

• Education layer

  Designed makeup tips and personalized guides tied directly to each customer's detected brow attributes.

• Conversion flow

  Designed "Shop Your Brow" overlays and product bundles that link straight into checkout.

• Feedback loop

  Added snapshot sharing, post-experience surveys, and follow-up email touchpoints to close the loop after purchase.

Built to feel like a consultation, not a filter

AI facial detection, Golden Ratio overlay guidance, customizable goals (shape, length, thickness, color), before/after comparisons, step-by-step education, a shoppable product list with direct add-to-bag, and a snapshot-and-share moment that turns the result into something worth posting.

Shipped, and still live

The Brow Recommender created a seamless path from discovery to purchase: customers gained confidence in brow styling, experienced an immersive mobile-optimized try-on, and converted at a higher rate thanks to the personalization layer.

View the live experience on maccosmetics.com →