As the world’s first handheld computerized makeup applicator, the HAPTA campaign shows expressions of beauty as more accessible, more achievable, and easier than ever before.\

An estimated 50M+ people globally live with limited fine motor skills. This makes some daily gestures – such as applying makeup – challenging, time consuming and even painful. This motion-stabilizing device harnesses the power of technology to assist those living with hand and arm movement-related disorders.

HAPTA is an unprecedented innovation within the beauty industry. The campaign shows our vision of driving innovation with purpose, believing that this has the power to change lives.

The HAPTA strategy begins with a simple statement of fact. People with disabilities wear makeup. Despite this fact, women living with disabilities lack representation within the beauty industry. With HAPTA, we seek to address the pain point that today, makeup is not an equitable, accessible, or enjoyable experience for all.

Bringing the science of touch to women everywhere, HAPTA is designed for those with hand, arm, and wrist movement disorders. This motion-stabilizing device harnesses the power of technology to assist those who have difficulty raising their arms due to limited mobility, and people with limited grip strength who struggle with precise application.

Driven by our mission of “Tech for Good, Beauty for All,” HAPTA is a catalyst for innovation, inclusion, and representation.

HAPTA was built around a design originally intended to be used by individuals whose movement disorders impaired their ability to lift and hold utensils to feed themselves.

Seeing this technology and its potential to drive impact in the beauty sector led our brand to apply the innovation to cosmetics with HAPTA – the world’s first handheld computerized makeup applicator.

As noted by our Global Brand President, “For years, we have sought to provide every woman with beauty solutions adapted to their needs. Beauty Tech has enabled us to fulfill this mission in an even more powerful way, revolutionizing the way we develop beauty products and services and enabling greater personalization.”

Through HAPTA, we boldly commit to our mission of celebrating the beauty of all women, making the expression of beauty more accessible, more achievable, and easier than ever before.

2021 – Internal initial project ideation to create assistive device to help people with disabilities to apply makeup, focusing on lipsticks and mascara. Connection with an external inventor of self-leveling technology for assistive eating, as a partnership opportunity to leverage their core technology for makeup domain.

2022 – Prototyping development initiated. Intellectual property created on the adapter and ecosystem for all make up categories leveraging assistive and robotics techniques to enhance user mobility in their routine.

2023 – Prototype and campaign reveal at CES Las Vegas. Prototype Presentation at VivaTech Paris. User testing and product development stage.

2024 – Global commercial launch.

HAPTA represents a beauty industry first; a handheld computerized makeup applicator designed to adjust to your every move, allowing for more precise lipstick and mascara application. HAPTA features sensor-enabled, self-levelling technology. This provides the user with full range of motion and steady makeup application. HAPTA’s self-levelling hinge system constantly adjusts the device position in real time, every second.

As the user moves their arms and hands, the device stays level, intuitively and gracefully adapting to each movement. 2 internal motors and 9-axis accelerometers allow for self- stabilizing motion control based on user’s hand orientation while keeping the device stable.

Gears and motors within the device allow for 360-degree rotation, and up to 70-degrees of flexion. The device is also able to distinguish between unwanted hand tremors and intended movements of the hand.

At 115g, HAPTA is lightweight, with an ergonomic grip designed for comfort and ease of use.

In addition to the handheld device, a dock system is also included, which provides an ergonomic space to store, charge, and assemble the device and its accessories. Adding to the ease of use, this dock allows users to complete assembly with only one hand.

Following the prototype reveal at the Consumer Electronics Show in Las Vegas, HAPTA was a 2023 CES Innovation Award Honoree. The campaign earned over 120M+ impressions across social media, and over 7 billion potential media impressions. Over 450 articles were written about HAPTA, and there were over 850 media mentions covering the device.

Some of the publications covering the HAPTA reveal included:

• The Wall Street Journal

• CNN

• Fast Company

• Forbes

• Business Insider

• Engadget

• InStyle

• Allure

• The Verge

• Vogue (Italy, Netherlands, Taiwan)

Conversation surrounding the announcement was positive, with many journalists and commenters applauding the brand for championing accessibility by being the first to bring such an innovation to the beauty industry.