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Last updated: Wednesday, December 16, 2009

Taylor Disher, a 22-year-old marketing student in Toronto, recently found a useful way to shorten her beauty routine. Rather than try on sticky layers of lip gloss in a drugstore aisle, she leisurely tested 20 different shades of gloss on her train commute to school using an iPhone app called MakeUp. “I’m not a big makeup person, but the app looked kind of fun,” said Ms. Disher, who downloaded MakeUp from the Apple App Store several weeks ago. Using its facial recognition technology, she was able to apply rounds of pixelated gloss onto her pixelated lips on an uploaded photo of herself until she found a perfect posy pink. “The next day I went to the drugstore, matched the color to two glosses,” she said. “One had too much shimmer, so I bought the other and now I wear it all the time.” ModiFace, the makers of MakeUp, and countless other developers of beauty-related apps for the iPhone and iPod Touch are hoping the mass appeal will to translate into lucrative partnerships within an estimated $43.2 billion beauty industry in the United States. “Beauty-related apps are a high-growth market,” said Sunil Verma, a founder of Mobclix, an ad-exchange network for mobile devices. “Seven to 10 million iPhone or iTouch users have already downloaded a beauty-related app or indicated they are very interested in doing so,” Mr. Verma said, citing data his company has collected. “And we’re just starting to see big brands get involved, which will be huge.” Not surprisingly, appearance-oriented apps resonate well with 14- to 17-year-old girls who are experimenting with makeup and flirting with romance. But, Mr. Verma said, there is plenty of growth in the area for women 18 and over. “We’re seeing a lot of single professionals and mothers downloading these apps,” he said. And the market is not women only. For a…

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