10117282ARTiFactClosedCollaborative R&DInnovate UKWhat does the $ 375 billion make up industry, $282 billion gaming industry and $50 billion XR industry have in common?They have no intuitive tools to apply makeup digitally that mirrors the real-life experience, where the face is three dimensional with an array of skin textures, colours and shapes.Currently anything for users to test makeup and create looks with digitally is a two-dimensional experience, like a face chart on a piece of paper, or an augmented reality(AR) try-on with limited pre-set choices. While existing professional character design tool pipelines in Film VFX are complex and have a high barrier to entry. We are creating a tool that lets anyone apply digital make up on a 3D face as easily as applying real make up, with software that allows anyone to create and share looks online - from testing shades and colours to buy on a brands website, to creating a characters look for the gaming and XR world with the same brands - enabling freeform artistic expression and play.