Ulta Beauty Inc. is making waves in the digital beauty shopping realm with its new generative AI-powered hair try-on tool, GLAMlab Hair Try-On. Designed to enhance interactivity and personalization in online beauty shopping, this innovative feature is now accessible on Ulta’s website and mobile app. By allowing users to virtually experiment with various hair colors and styles, Ulta is responding to the increasingly digital expectations of its customers.

Powered by Nvidia’s advanced AI technology, the GLAMlab Hair Try-On tool enables users to upload a photo, take a quick selfie, or use a model’s image to preview how different hairstyles might look on themselves. This capability creates a unique shopping experience, as consumers can visualize transformations before making a purchase. Early engagement statistics indicate strong interest, with thousands of users interacting with the tool daily. While specific conversion rates remain undisclosed, early reports suggest that users who engage with this try-on feature are statistically more likely to complete a purchase compared to those who do not.

Ulta Beauty has established itself as a leader in the realm of digital and omnichannel shopping experiences. Ranking No. 91 in Digital Commerce 360’s Top 1000— which represents North America’s foremost online retailers based on annual web sales—Ulta has been blending technology with beauty retail for several years. Its journey began with the launch of GLAMlab back in 2016, when it introduced virtual makeup try-on capabilities, paving the way for innovative digital experiences that replace traditional physical testers.

Juan Cardelino, Ulta Beauty’s director of the computer vision and digital innovation department, emphasized the importance of allowing shoppers to try hair and makeup styles before making a purchase in a blog post. He noted, “As one of the first cosmetics companies to integrate makeup testers in stores, offering try-ons is part of Ulta Beauty’s DNA — whether in physical or digital retail environments.”

One major technical leap in the newest application involves the utilization of Nvidia’s StyleGAN2 technology, a neural network architecture known for producing hyper-realistic images. Ulta licensed this model for commercial use, retrained it, and implemented safeguards to ensure that the AI modifies only hair-related pixels, leaving users’ facial features untouched. Cardelino highlighted that the choice of StyleGAN2 was strategic, given its reputation in the tech community and the availability of its source code for further experimentation.

The technical aspects of the GLAMlab Hair Try-On tool are noteworthy. The tool relies on Nvidia Tensor Core GPUs in the cloud to swiftly process each hair transformation through AI inference. In simpler terms, inference is the AI’s mechanism for interpreting the data from a user’s uploaded photo and applying the chosen hair color or style. Initial hair transformations are generated in about five seconds, while subsequent styles load almost instantly, offering a highly efficient and satisfying user experience. When users finalize a color or style they like, the tool conveniently links them to products available at Ulta that can achieve the desired look.

Looking ahead, Ulta Beauty has ambitious plans to expand GLAMlab’s capabilities, including potential options for wigs and in-store stylist consultations. This could provide customers with even greater confidence in trying out new styles, as stylists might utilize this technology to showcase how certain hairstyles will look on clients.

Ulta’s commitment to digital innovation appears to be paying off significantly. In a recent earnings call, CEO Dave Kimbell highlighted that the company’s focus on enhancing digital experiences has yielded positive results in driving discovery, traffic, and sales. For the fiscal third quarter ending November 2, Ulta reported net sales of $2.53 billion, reflecting a 1.7% increase from the previous year’s $2.49 billion. Not only did comparable sales grow by 0.6%, but customer transactions across both website and brick-and-mortar stores saw a rise of 0.5% as well.

The mobile app has also proven to be a significant contributor to Ulta’s success, accounting for about two-thirds of its ecommerce sales in Q3, which represents a notable increase of 600 basis points from the previous year. It’s evident that Ulta’s ongoing investment in digital tools is not merely a trend, but a strategic move that resonates with modern consumers.

In conclusion, Ulta Beauty’s introduction of the GLAMlab Hair Try-On tool is a compelling example of how technology can transform the online shopping experience in the beauty industry. As digital expectations continue to reshape consumer behavior, Ulta’s commitment to innovation positions it well to meet and exceed these demands.