Recently, according to report, California-based tech company Zugara has filed a lawsuit against French luxury house Chanel, accusing it of infringing on a patented augmented reality (AR) face-tracking technology. The legal complaint, lodged on July 22 in Texas, claims Chanel’s “Virtually Try-On” makeup tool unlawfully replicates Zugara’s proprietary method for simulating cosmetics in real time.
At the heart of the dispute is a patented system developed by Zugara that digitally applies makeup by tracking users’ eyes and lips. While AR makeup applications are widely used, Zugara asserts that Chanel’s implementation copies the specific sequence and methodology protected by its patent. The U.S. firm has a history of licensing its AR tools to major clients such as Nestlé, Pepsi, Toyota, AT&T, and the U.S. Air Force—and previously filed a similar lawsuit against Estée Lauder, which was reportedly settled privately.
Chanel’s virtual makeup experience—launched as part of its Croisière 2025 collection—offers curated palettes and limited-edition products, allowing users to experiment with looks online before purchase. Though popular with consumers seeking personalized, contactless beauty experiences, such tools have increasingly drawn scrutiny over potential patent violations and data privacy concerns.
As AR technology becomes more integrated into fashion and beauty, legal battles over intellectual property and biometric tracking are escalating. U.S. brands including Charlotte Tilbury, e.l.f. Beauty, Mary Kay, and Ulta have all faced lawsuits over the alleged unauthorized collection of facial data.
