Redken offers a virtual hair color try-on tool on its website and mobile app that lets consumers upload a selfie or use a live camera feed to see how more than 70 professional hair color shades would look on them before visiting a salon. The tool is powered by augmented reality technology from ModiFace, an AI and AR company acquired by parent company L'Oréal in 2018.

The virtual try-on tool is accessible via redken.com and through the Redken Style Station mobile app for salon professionals to use with clients. It uses augmented reality and computer vision to detect and segment the user's hair in real time and overlay selected color shades. ModiFace, which built the underlying technology in collaboration with L'Oréal's Professional Products Division, describes their hair VTO as combining 'superior tracking and realistic shade rendering.' The partnership with Perfect Corp. (YouCam Makeup app) launched in September 2017 also made Redken's 75+ professional shades available through that platform's AR try-on experience.