L’Oreal has acquired ModiFace, a Canadian augmented reality and artificial intelligence company that specializes in the beauty industry.

ModiFace was founded more than a decade ago and developed advanced virtual makeup technology that tracks facial features and color.

The company’s technology powers more than 300 custom AR apps for beauty brands, including Unilever and Allergan, as well as smart mirrors in companies like Sephora, Coty and L’Oreal, its new owner.

The smart mirror technology allows a customer to speak the types of colors or products they would like on their face and the mirror implements the request.

ModiFace will become the core of L’Oreal’s digital services research and development, according to the acquisition announcement by L’Oreal. “With its world-class team, technologies and sustained track record in terms of beauty tech innovations, ModiFace will support the reinvention of the beauty experience around innovative services to help our customers discover, try and chose products and brands,” stated Lubomira Rochet, chief digital officer of L’Oréal

ModiFace will remain in Toronto and become part of L’Oreal’s Digital Services Factory, a network that designs and develops new digital services for the group’s brands.