shu uemura, a Japanese makeup artist brand owned by L’Oréal, is introducing in-store technology developed by Loook.ai. An AI mirror is now live at the brand’s newly designed global flagship store, shu:ARTstage in Omotesando Hills Tokyo, where customers can experience a real mirror featuring AI powered 3D facial scanning that delivers instant facial insights for makeup artists to translate into personalised beauty recommendations.

The experience starts through a touch interface styled as a digital makeup brush. Once a customer begins the scan, the mirror guides them through a short sequence: a full face scan, a reveal of their face shape, a breakdown of their face ratio, an assessment of feature balance, and a personalised face ID summary.

That summary brings together the customer’s face shape, ratio, and feature balance into a set of specific recommendations, for example, brow shaping or contouring techniques suited to that particular face, along with a suggested next step, such as booking a sit-down session with a shu uemura makeup artist to bring those recommendations to life.

“We aim to continuously innovate to push the boundaries of artistic expression through technology,” says Jaron Chan, International Brand General Manager at shu uemura. "The 3D face ID scan at our new shu:ARTstage flagship in Omotesando Hills represents the ongoing mastery of our founder’s pioneering spirit. Tradition is a continuous cycle of innovation. By fusing digital technology with the expertise of our makeup artists, we are redefining the future of retail beauty to help reveal each individual’s unique beauty.”

The installation is built as a permanent fixture, with multiple units integrated into a dedicated area of the store. The experience will expand to include a digital connection where customers will be able to scan a QR code to download a personalised card summarising their facial analysis, save it to their phone, or share it on social media.

“A mirror has always been a passive surface,” says Nika Mantyka, Loook.ai Co-Founder. “We used the power of AI to shift this paradigm. Our AI mirror doesn't just show your reflection; it actually sees and analyses you, acting as a beauty advisor to offer the best possible makeup looks and products based on your current appearance.”

“Another important aspect is that we integrated this tech into something people do every day and improved the existing routine instead of forcing a new behaviour. This allows this new tech to blend in organically. Finally, we designed it to work alongside the artists, not instead of them, so the brand gets real data and real human expertise working together to provide personalised consumer service and boost sales.”

2026 RTIH Innovation Awards

AI will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.