Beauty app developer Meitu will feature tarte cosmetics products on the counter section of virtual makeup try-on app MakeupPlus.

The partnership will initially see the launch of four collections from across tarte cosmetics’ lip products such as glosses, sticks, liners, and liquid lipsticks.

The Double Duty Beauty Lip Sculptor and Lipgloss collection comprises 16 different shades of matte lipstick paired with complementary pigmented glosses.

Available in 26 shades, the Tarteist Quick Dry Matte Lip Paint is an opaque, lightweight, quick-drying liquid lipstick, while Rainforest of the Sea Colour Splash Hydrating Lipstick is available in 24 shades.

Double Duty Beauty The Lip Architect Lipstick and Liner is also a two-in-one liner-lipstick combination available in six shades.

“Allowing users to test a variety of colours and finishes really gives our users the tools needed to make informed purchase decisions.”

Meitu International Business head Fox Liu said: “We’re kicking things off by launching more than 70 of its top-selling shades in four different collections over Counter.

“Allowing users to test a variety of colours and finishes really gives our users the tools needed to make informed purchase decisions. And with our technology, the process is made instant and seamless.”

After the virtual try-on, the MakeupPlus app allows its users to instantly purchase the products of their choice.

MakeupPlus’ counter further offers products from several other brands such as Charlotte Tilbury, LimeCrime, GLAMGLOW, Tyra Beauty, and Clarins.