As Virtual Try-On Fashion Technology Grows, So Do Legal Risks

Biometric privacy lawsuits against retailers that allow online shoppers to virtually try on glasses and makeup are posing novel legal issues and casting uncertainty on the technology’s viability in the long run.

Companies must take heed of the legal, regulatory, and reputational risks associated with virtual try-on technology as privacy litigation climbs, attorneys warn.

Cases are already pending against cosmetics conglomerate Estée Lauder over its virtual try-on tool for makeup and against LVMH Moët Hennessy Louis Vuitton over its virtual try-on tool for sunglasses and frames. Other companies that offer the technology include Warby Parker, Sunski, and L’Oréal.

Some ...