an interview withSalima Popatiadigital operations manager

Virtual and augmented reality are a natural fit for beauty brands.

There are so many lipstick colors someone can try at a physical makeup counter before their lips turn raw. But with Virtual Test Testing (VTO) technology, there is no limit.

Orveon Global, the parent company of beauty brands bareMinerals, Laura Mercier and Buxom, has VTO technology integrated into all of its websites.

“Beauty has been a pioneer in the digital space, because… this is a way of experiencing things,” said Salima Popatia, orveon globalThe digital director of .

The beauty category has had to evolve in response to frequent disruptions and new technology, said Popatia, who joined Orveon in August after more than seven years at Estée Lauder.

One of…