L’Oreal launches make-up applicator for people with limited mobility


Cosmetics giant L’Oreal has unveiled a new handheld, ultra-precise motorised makeup applicator designed for people with limited mobility.

The device, dubbed Hapta, was unveiled at CES 2023 in Las Vegas, and incorporates technology originally designed by Verily – a Google-owned life sciences company – to stabilise and level utensils to give people with limited hand and arm mobility to eat independently. 

An estimated 50 million people worldwide have limited fine motor skills, making daily tasks like applying makeup a struggle. Developed by L’Oreal’s scientists and engineers, the company claims the device could provide users with the ability to apply cosmetics, such as lipstick, at home steadily.

“Inclusivity is at the heart of our innovation and beauty tech strategy,” said Barbara Lavernos, deputy CEO of research, innovation and technology at L’Oreal. 

“We are dedicated and passionate to bringing new technologies powering beauty services that augment and reach every individual’s ultimate desires, expectations, and unmet needs.”

The company explained the key to Hapta is its combination of built-in smart motion controls and customisable attachments that give the user an improved ranged of motion, increased ease of use for difficult-to-open packaging, and precise application that is otherwise difficult to achieve. 

In addition, it is equipped with a magnetic attachment for ergonomic use allowing 360-degree rotation and 180 degrees of flexion, and a “clicking” feature that will enable users to intuitively set the desired position, stay in place during use and lock it in for future use. 

The device has a built-in battery that takes three hours to charge fully and can run for one hour continuously. 

“Beauty tech has enabled us to fulfil this mission in an even more powerful way, revolutionising the way we develop beauty products and services and enabling greater personalisation,” said Francoise Lehmann, global brand president, at Lancome.

“With Hapta, we are going one step further by making beauty more accessible because everyone should have equal access to it.”

L’Oreal’s Hapta levelling device will debut with Lancome this year, first with a lipstick applicator, followed by additional makeup applications in the future.

Further reading: L’Oreal turns to Google as coronavirus spurs virtual make-up shift.


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