L’Oréal created a motorized lipstick applicator for people with limited mobility

The company also unveiled a device designed to deliver precise eyebrow shapes.


L’Oréal has returned to CES to unveil two makeup devices. HAPTA is a handheld, motorized applicator that the company created for people with limited hand and arm mobility. L’Oréal's Lancôme brand will pilot the system this year with a lipstick applicator. Support for more makeup applications is in the works.

HAPTA is based on tech from Alphabet-owned Verily that levels utensils and keeps them stable to help people with limited hand and arm mobility eat independently. The system has smart motion controls and customizable attachments to enable precise application with the help of 360 degrees of rotation and 180 degrees of flexion, L’Oréal says.

L’Oréal's HAPTA makeup application device with lipstick attached.

The attachments are connected magnetically, with users being able to click them into place. The company added that HAPTA allows for "increased ease of use for difficult-to-open packaging." Users will get an hour of use out of a single charge, which should be good for 10 or more applications, according to L’Oréal. It'll take three hours to fully recharge the battery.

“For years, Lancôme has sought to provide every woman with beauty solutions adapted to their needs. Beauty tech has enabled us to fulfill this mission in an even more powerful way, revolutionizing the way we develop beauty products and services and enabling greater personalization,” Françoise Lehmann, global brand president of Lancôme, said in a statement. “With HAPTA we are going one step further by making beauty more accessible to use, because everyone should have equal access to it."

A person applies eyebrow makeup using the L’Oréal Brow Magic device.

L’Oréal had another makeup applicator to show off as well. It says that L’Oréal Brow Magic can help folks to achieve a personalized eyebrow look based on their facial features and natural brow.

To create the handheld device, L’Oréal worked with a company called Prinker, which offers printed, temporary tattoos. L’Oréal Brow Magic has 2,400 small nozzles and a printing resolution of up to 1,200 drops per inch. It can seemingly apply a precise brow shape in seconds. Standard remover will take the makeup off.

L’Oréal says the system is based on its Modiface AR technology. Users will need to scan their face using an app and choose their desired shape, thickness and effect — the app will offer microblading, micro-shading and filler recommendations. After the user applies a primer, they'll need to sweep the device across their eyebrow in a single motion, then add a topcoat. L’Oréal Brow Magic should be available later this year.

L’Oréal's Brow Magic device