MAC Cosmetics Fails to Shake Virtual Try-On Biometric Data Suit

A proposed class action against MAC Cosmetics will move forward after an Illinois federal judge ruled that the cosmetics company could have collected and identified the lead plaintiff’s biometric data from a virtual try-on tool.

Illinois resident Fiza Javid alleged that the cosmetics giant captured her facial geometry when she used an in-store device and a similar website feature to virtually “try on” makeup items before purchasing them.

MAC violated the Illinois Biometric Information Privacy Act when it created and stored a “unique digital map” of her face without her consent, Javid said.

Judge Georgia N. Alexakis of the US ...