NYX Beauty Bestie
Ur always-on makeup BFF
Gen Z uses makeup as a tool to explore and express identity, and NYX wanted to empower that journey. But when identities evolve so fast, it’s hard for services and products to keep up. Could AR help?
Together, we developed NYX Beauty Bestie, the most feel-good makeup product on the market. It’s a first of its kind, personalized AR experience that serves daily makeup looks designed by NYX Professional makeup artists. By pairing BFF-level advice with an expert POV and hand-designed looks, NYX Beauty Bestie makes pro makeup artistry accessible to all.
Daily Looks
Custom inspo just for you
Beauty Bestie gets a quick temp check of your mood, skills, and needs. Take the quiz and let the magic happen.
Key Features:
Gesture-controlled quiz for hands-free interaction
40 original looks designed by NYX professional makeup artists, recreated in AR
Every look features shoppable NYX products
Inclusivity across diverse skin tones
Rate & Save looks to log faves and help NYX Beauty Bestie get to know you
Trends
A pro spin on viral moments
Curated by NYX pros for instant try-on, this feature brings an editorial gloss to what’s hot right now.
Key Features:
Browse through gesture control mechanic
Learn all about trends — what they’re called,
how to wear them, what products to useRate & Save looks to log faves
Search trends using keywords
Share with friends!
Pro Tips
Insider advice to up ur game
Discovering new looks is one thing, but learning to apply them is another. Get expert hacks and industry secrets tailored to your face.
Key Features:
Browse through gesture control mechanic
Search with keywords to find just what you’re looking for
Rate & Save Tips to log faves
Share with friends!
Faves
Everything u saved for later
Stash all your makeup obsessions in your own personal lookbook. Check back later for your personalized Snapshot, coming soon!
Key Features:
One archive of all your saved Looks and Tips
Search with keywords to find just what you’re looking for
Add more tags to make the looks your own, and customize your searches
Art Direction
Technology meets glam
NYX Beauty Bestie marries a sleek UI design with a fun, vibrant personality. This intentional contrast makes a high-tech experience feel friendly and sticky.
We used progressive disclosure to keep the focus on the product’s core value: New makeup looks just for you.
Early on we challenged ourselves to apply 4 core design principles across all features: Simplicity, Focus, Playfulness, and Dimensionality. These principles continue to streamline our approach and bring design consistency to the NYX Beauty Bestie experience.
Built to scale
The innovation behind the bestie
Here’s how we fit all the complexity of Beauty Bestie into one Snapchat Lens:
Robust lens logic to ensure Beauty Bestie is interoperable across Lens Studio versions
Custom system to store, process, and update data across user sessions and lens updates
Unique dev process for ongoing content and feature rollouts
Rigorous testing to ensure fast lens attribution time despite lens complexity