ModiFace has launched a new 3D real-time hair coloration app. The augmented reality specialist’s latest iOS11-compatible technology allows users to virtually try on a variety of hair colors through live video to find their ideal shade.

The augmented reality specialist spent 6 years annotating 220,000 hair images to develop the app, which uses industry-leading 3D Face & Pose tracking to allow viewers to turn their head and even swivel 360 degrees in real-time to assess a potential hair color.

ModiFace expects brands to be leveraging this new technology on mobile and in store by the end of the year.