CoverGirl has launched the first augmented reality experience that does not require the download of an app. Consumers can now visit the “Try It” AR experience on their web browser via mobile or desktop to virtually apply products from CoverGirl’s Spring 2018 collection.

Using a live camera, consumers can try on five makeup products: Perfectly Matte Lip, Smoky Eye, No Makeup Makeup, Doe-Eyed and Bold Brow looks.

An exclusive partnership with Walmart will allow customers to try on the makeup, then purchase it through Walmart’s website. The experience is available on iPhone devices running iOS11 or higher and most modern Android smartphones.

“Try It” is part of a new CoverGirl campaign called “I am what I make up,” encouraging the use of beauty products as self-expression. The AR experience is designed to close the gap between inspiration and purchase.

CoverGirl is utilizing a variety of both male and female social media influencers to promote the “Try It” experience on their respective YouTube Channels, including Raye Boyce, Angel Merino, Melisa Michelle and Tiarra Monet.

Parent company Coty plans to expand the experience to other brands while refining its features. Coty also owns makeup brands Rimmel and Max Factor as well as luxury brands Calvin Klein and Gucci.

This isn’t the first time CoverGirl has used AR to give users a virtual makeover. The brand launched its BeautyU app in 2016 that uses facial scanning to superimpose the latest products onto a user’s face.

Beauty brands are adopting AR in mass, using visualization to inspire confident purchases and social sharing. L’Oreal launched Makeup Genius in 2014 and last summer, integrated its worldwide makeup brands and collections into YouCam Makeup, an AR beauty app. Beauty app ModiFace has become a one-stop shop for the idea, powering the AR experiences of 84 beauty brands on its platform.

“Today’s consumers expect their shopping experience to be fun, effortless and tailor-made to meet their momentary aspirations, moods and desires—wherever they are,” Esohe Omoruyi, senior vice president of global open innovation and digital services for L’Oréal, told AListDaily in a previous interview.

For National Lipstick Day on July 29, Maybelline New York sponsored a Snapchat lens featuring its new Loaded Bolds lipstick collection—allowing users to virtually test out each of the bold colors for themselves. Olay and Sephora have also used AR technology to help consumers visualize beauty results.

AR holds an advantage over VR in it doesn’t require the purchase of additional hardware. Digi-Capital forecasts that AR (mobile AR, smartglasses) could approach three and a half billion installed base and $85 billion to $90 billion revenue within 5 years, while VR (mobile, standalone, console, PC) might deliver 50 to 60 million installed base and $10 billion to $15 billion in the same timeframe.