An app created by Estée Lauder Companies (ELC) that helps the visually impaired apply make-up has won a top award.
The beauty giant’s Voice-enabled Makeup Assistant (VMA) app was handed an Innovation Award at the 2025 World 50 Impact Awards.
The category showcases companies that have developed technology to improve inclusion and belonging efforts.
ELC beat other eight shortlisted companies including Intel and Edision.
Using augmented reality technology and artificial intelligence, the app guides users applying lipstick, eyeshadow and foundation.
It is able to identify where touch ups are needed for even application and gives the feedback via audio.
Lynda Pak, ELC Interim CIO, thanked the World 50 – a community of top business executives – for recognising its “important work to make the industry more inclusive for all”.
“ELC identified a significant gap in the beauty industry – the lack of accessible solutions for visually impaired makeup wearers,” she said.
“The team worked directly with this community to ensure this was a truly co-created experience and that their voices were heard.”
The VMA app first launched in 2023 in the UK and Ireland, and has since become available in the US and Mexico.
It can be downloaded for free on Apple iPhones from the app store and Android devices from Google’s Play store.
The app was also named a winner in Fast Company’s 2023 Innovation by Design Awards.