Google has launched a new augmented reality (AR) feature on Search meant for holiday shoppers looking to buy lipsticks and eyeshadow while staying safe in their homes.

The tech giant has teamed up with ModiFace and Perfect Corporation, companies behind many AR beauty technologies, to roll out a feature that gives you a way to virtually try on makeup right from your Search results.

In particular, the new feature will give you access to virtual makeup from L’Oreal (which owns ModiFace), MAC Cosmetics, Black Opal and Charlotte Tilbury. When you search for products from those brands, say Mac’s Powder Kiss lipsticks, on Chrome or the Google app, you will come across the virtual experience. You can either try the eyeshadows and lipsticks on photos of models with different skintones or choose the option to try them on yourself by using your phone’s camera.

There’s also another shopping update on deck: People perusing Google Shopping on their phones or jumping through the Discover feed in the Google app can check out a personalized collection of product recommendation videos, courtesy of experts and enthusiasts in beauty, apparel and home and garden. One tap takes the shopper to the product page in a brand or retailer’s e-commerce site.

The feature was developed by Shoploop, a video shopping platform born out of Google’s Area 120 in-house incubator, the internal research and development division that tests new ideas with the public. The Shoploop concept was for short videos — of less than a minute and a half — that introduces consumers to new products.

ModiFace worked with a lot of brands like Benefit to create similar AR tools in the past, and YouTube launched an AR Beauty Try-on feature last year to let users try on makeup while watching tutorials. (SD-Agencies)