The Virtual Beauty Shopping Experience To Know About
The Virtual Beauty Shopping Experience To Know About

The Virtual Beauty Shopping Experience To Know About

Want that in-store shopping experience from the comfort of your own home? Head to Maybelline’s new ‘Virtual Loft’ – in partnership with LOOKFANTASTIC – to shop the brand’s bestsellers and latest launches, all while gaining exclusive access to offers and events. Here’s what you need to know about this next-generation concept…

Created in partnership with Maybelline X Look Fantastic


The Maybelline Virtual Loft is a next-generation online space that invites shoppers to explore the brand via a carefully curated digital world created by experiential e-commerce platform Obsess. Having  powered more than 200 virtual stores and facilitated more than 100 million interactions to date, Obsess has unparalleled scale and experience in the industry. Each room takes on a theme – be it ‘The Gym’ or the ‘The Shade Room’ – putting Maybelline’s hero products and latest launches within easy reach. Plus, every room is equipped with technologically advanced services that enhance your shopping experience too – along with games and informative videos about products, launches and more. 


The loft takes its inspiration from New York’s iconic skyline with several enviable Instagram-worthy touches. Along with ironwork and exposed bricks (evocative of a typical New York loft) there’s also a cool and relaxed boho vibe, and plenty of vibrant pops of colour that keeps the space inviting. 


Each room has a theme that celebrates different Maybelline products in new and exciting ways. After  exploring, you can simply purchase the items you want with ease, all in one convenient place. Plus, there are fun quizzes in each room too! We highly recommend giving these a go for a chance of winning an opportunity to become an exclusive tester and Maybelline community member. This means being sent products before release to try them out. You'll even gain access to pre-launches and much more – ideal.


The Main Room

What It Is: This houses the ‘Lash Wall’ where shoppers can explore all of Maybelline’s cult mascara products. Complete a quick quiz using the ‘Lash-O-Meter’ and answer a series of questions to determine your perfect match. Whether you want dramatic lift and volume or a finish that’s fanned out and sleek, there’s a lash product for everyone.

The At Home Salon

What It Is: Here you’ll find the core products that will transform your beauty routine. From tinted brow gels to lash-growing serums and tattoo liners, these are the formulas that offer instant, long-lasting impact.

The Shade Room

What It Is: This room has two major wall displays – one for foundations and another for lipsticks, to help you find your perfect shade in both. For foundation, use the virtual try on tool. All it needs is a single photo to match you to the best Fit Me shade. For lipsticks, play around and virtually try on the brand’s vast number of options – from everyday nudes to bright corals and deep reds.

The Gym

What It Is: This room spotlights the brand’s hardest-working products that are supposed to last all day – think sweat-proof eyeliners, waterproof concealers and longwearing foundations. Laid out as a gym, the products are displayed alongside mats and equipment, while wall-mounted campaign videos will talk you through application methods and tips.

Shop Our Favourite Products From Each Room Below:

Visit The Maybelline Virtual Loft Now! 

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