Meitu, Inc the world’s leading beauty app developer, with downloads on over 1.1 billion unique devices, has announced the launch of exclusive virtual brows with prestige makeup brand, Benefit Cosmetics. Benefit’s virtual brow shapes are available through the world’s leading virtual makeup app, MakeupPlus, as first-to-market to offer virtual brow try-on, as well as integrated brow m-commerce.

Benefit brow experts believe there are four key eyebrow shapes to flatter and frame the face; Natural, Feathered, Straight and Bold & Angular. By combining Meitu’s artificial intelligence-based facial recognition with augmented reality technology, millions of MakeupPlus users can now realistically simulate Benefit’s key eyebrow shapes through their smartphone camera before committing to their favourite shape in real life. With just one tap, users can instantly click-to-buy Benefit brow products to achieve their desired look after discovering their new favourite brow in MakeupPlus.

Michelle Stoodley, Head of Digital Marketing at Benefit comments: “At Benefit we understand that while brows are a growing trend, there is still some nervousness around trying new brow styles. Our partnership with Meitu aims to take the fear out of brows, and allow our customers to try our new styles with ease.”

Benefit will also provide MakeupPlus fans with exclusive beauty content to help bring their favorite virtual looks to life – featuring brow tutorials and an exclusive interview with Benefit Head Makeup Artist, Lisa Potter-Dixon. Beauty aficionados can also discover new products – all of which will be available to purchase directly through the app.

“Benefit is the perfect beauty partner for MakeupPlus; fun yet prestigious, affordable yet high-end – the brand has their ear to the ground on innovative technologies and embrace new ways to engage their users,” said Frank Fu, Managing Director of Meitu’s Global Operations. “We are very excited to collaborate with this fantastic brand and look forward to expanding our partnership.”

A pioneer in mobile beauty experiences since 2008, Meitu’s apps are used by more than 450 million monthly active users worldwide, generating more than 6 billion photos and videos each month. Its flagship augmented reality virtual try-on app, MakeupPlus, uses patented facial recognition and machine learning algorithms to map each user’s unique facial features; offering the most precise and natural virtual makeup application for each user’s unique skin tone and facial structure. The app has emerged as the leading digital ecosystem for beauty – encompassing virtual try-on through its COUNTER function, AR filters, content exploration, trend spotting, makeup tutorials and m-commerce.

To kick-off the partnership, users are encouraged to download the app, post a photo of themselves wearing one of Benefit’s brow styles, and hashtag #MakeupPlusXBenefit for a chance to win Benefit’s lust-worthy brow collection.   

To download MakeupPlus and explore Benefit brows, please visit the App Store or Google Play.