L’Oréal is launching a new technology device that aims to help individuals with limited mobility apply makeup with ease.


According to a press release, this will be made possible through HAPTA, a “computerized makeup applicator designed to advance the beauty needs of people with limited hand and arm mobility.” 


The handheld device was unveiled during CES 2023.

“For L’Oréal, the future of beauty is inclusive. And this future will be made more accessible by technology,” said Nicolas Hieronimus, CEO of the L’Oréal Groupe, according to a press release. “The two consumer technologies we are unveiling this year at CES represent the true purpose of our company: to create the beauty that moves the world.”


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“Inclusivity is at the heart of our innovation and beauty tech strategy,” said Barbara Lavernos, Deputy CEO in charge of Research, Innovation, and Technology at L’Oréal, in a press statement. “We are dedicated and passionate to bring new technologies powering beauty services that augment and reach every individual’s ultimate desires, expectations, and unmet needs.”

HAPTA will offer several unique solutions such as magnetic attachments with “360 degrees of rotation and 180 degrees of flexion.”

There will also be a click feature that will allow consumers to secure a set position while the device is in use. In addition, there will be an option to lock in a customized setting.

“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,” said Françoise Lehmann, Lancôme Global Brand President, 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.”

HAPTA will be available in 2023 and first launch as a lipstick applicator.