Known as L'Oréal Brow Magic, the device was developed by L'Oréal in partnership with the tech company Prinker, a pioneer in printed, non-permanent tattoos.
Using 2,400 tiny nozzles and printing technology with up to 1,200 drops per inch (dpi) printing resolution, the lightweight handheld device allows users to ‘print’ a precise brow shape using makeup in seconds.
The device also uses L'Oréal's proprietary AR technology to scan the user's face and makes recommendations for microblading, micro-shading, or filler effects.
In an interview with Allure, Guive Balooch, the head of L'Oréal’s Tech Incubator, said that a team of AI experts, makeup artists, and R&D specialists including "face evaluators" spent two years perfecting the brow printer tech.
As part of their research they studied 700 faces from around the world to determine what brows best suit different face shapes.
That data powers "proprietary AI-based algorithms to tell you, based on the shape of your face, what brow shapes [are] best [for you], and you can see them in real time [on your own face] with augmented reality," said Balooch.
The device was launched last week at the Consumer Electronics Show in Las Vegas.
"The strength of L'Oréal's beauty tech program is supported through the quality of our partnerships," said Balooch. "Often, we find a brilliant technology that is being applied to something outside the beauty realm. Combining L'Oréal's heritage of beauty with these advanced technologies allows us to create entirely new beauty gestures—reimagining the original technology, and the traditional beauty experience, in the process."