The Integration of Augmented Reality (AR) in the Beauty Industry and Its Market Potential

This study analyzes the impact of Augmented Reality (AR) technology on the beauty industry (hair, makeup, skincare, and nails) and explores future directions for the industry. Focusing on AR as a key technology of the 4th industrial revolution, the study conducted a literature review and case analysis, confirming that AR transforms traditional beauty services into customer-centered models emphasizing personalization, prediction, prevention, and participation.The findings demonstrate that AR accelerates digital transformation in the beauty industry, revolutionizing user experiences. In the hair sector, virtual styling and color trials enhance customer satisfaction, while AI-driven skin analysis and personalized product recommendations improve trust and purchase rates in skincare. In makeup, virtual try-ons support diverse product choices, and in nails, virtual design experiences provide convenient shopping opportunities.Furthermore, this study identifies business opportunities created by AR in the beauty industry and presents innovative applications for each domain. It highlights AR as a critical tool for enhancing customer experiences and industrial efficiency, offering actionable insights into digital transformation and sustainable development in the beauty sector.