Last week, The Estée Lauder Companies (ELC) received the Innovation Award at the 2025 World 50 Impact Awards for its Voice-Enabled Makeup Assistant (VMA). ELC calls it a first-of-its-kind, artificial intelligence-powered mobile app to help visually impaired users more easily and confidently apply makeup. 

World 50 Group is a global community of business leaders from the most respected and influential companies. The Impact Awards ceremony in Miami on March 12 attracted executives from leading organizations to celebrate outstanding achievements in building inclusive workplaces.

VMA’s pioneering smart mirror technology is driven by ELC’s Augmented Reality and Artificial Intelligence capabilities. ELC created it with machine learning. VMA uses voice instruction technologies to assist the user in makeup application. Users receive audio feedback and tips on whether their lipstick, eyeshadow or foundation is evenly applied. Using AI, VMA identifies makeup applied on a user’s face and assesses the uniformity and boundaries of application and coverage. VMA identifies any areas on the face that may require more accurate application and audibly describes where touch ups may be needed. 

A Co-Created Effort with Visually-Impaired Consumers

“ELC identified a significant gap in the beauty industry—the lack of accessible solutions for visually impaired makeup wearers,” said Lynda Pak, interim CIO, The Estée Lauder Companies. “The team worked directly with this community to ensure a truly co-created experience and that their voices were heard. Thank you to World 50 for acknowledging the important work to make the industry more inclusive for all.”   

The World 50 Impact Awards recognize organizations advancing workplace belonging and community excellence. It honors meaningful change and demonstrates the undeniable connection between inclusive leadership and business success. The Innovation Award specifically showcases technology to improve inclusion and belonging efforts. The awards underscore how organizations can leverage new solutions to create more inclusive environments. 

VMA debuted in the UK and Ireland in January 2023, in the US in April 2023 and in Mexico in May 2024. With a guiding principle of building with, and not simply for, people with low vision or blindness, ELC takes a “nothing about us, without us” approach to co-creating a truly inclusive and accessible app. 

The Awards attracted more than 100 entries from 65 unique organizations across 15 countries. The 2025 Impact Awards winners represent leaders from diverse industries across nine categories. A panel of 36 esteemed, independent judges comprising top executives from leading global organizations selected the winners.