What Fashion And Beauty Brands Should Know Before Offering A Virtual Try-on Tool

New virtual reality technologies and the aftermath of the COVID-19 pandemic have combined to create a market for virtual try-on tools in the fashion and beauty business. But these brands must take care, as Estée Lauder, Louis Vuitton and Pandora Jewelry, among others, have been hit with lawsuits alleging that their virtual try-on tools violate biometric privacy laws. Before launching a virtual try-on tool, seek out the advice of a qualified privacy law attorney in order to best position the brand for success – and not a lawsuit.

What Is Biometric Data?

Biometric data is a person's unique physical characteristics. Biometric data includes fingerprints, voiceprints, retina scans, hand scans and face scans. When using a virtual try-on tool, a person typically must either capture or upload a photo of their face, hand, or body (depending on the item being virtually "tried on"), into the company's website or mobile application. Because that photograph contains the