M·A·C Innovation Lab

The Queens Center M·A·C Costmetic's store where the M·A·C Innovation Lab lives.
M·A·C Cosmetics


Served Valtech in the design & development of a connected suite of mixed reality, omni-channel experiences destined to enable humans to discover their ultimate foundation; design their own palette; try before they buy; collect their favorite items as well as custom print designs on physical product.

Visit the  
Innovation Lab

Having led the make-up industry for the past 30 years, M·A·C Cosmetics challenged themselves to create the shopping experience of the future. A mission that, over the course of 18 months, saw M·A·C collaborate with Valtech to put together the M·A·C Innovation Lab in Queens, New York.

An omni-channel retail experience composed of a suite of mixed reality applications that enable customers to find their unique shade match; identify their favourite lipsticks; try on M·A·C's latest looks; design their own palette and create custom product designs to take home with them.

9 months into the innovation, Valtech brought on our Founder, Oscar de la Hera Gomez, to lead the design technology of the suite. The work has since been featured on Forbes, Vogue and WWD and led to a 200% increase in engagement by the end of the first month.

What We  

The Art Studio Virtual Try On Experience at the M·A·C Innovation Lab.


Honors, press  
& Recognition


  • A face mask with a sticker that looks like lips.
  • The Make-Up Pallete wall featuring the Design Your Own Pallete experience at the M·A·C Innovation Lab.
  • The M·A·C Innovation Lab.
  • A woman seeing the lipstick that she picked up off a lipstick stand being rendered on her face as an augmented reality effect on an iPad.
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