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L’Oréal is Launching a Motorized Makeup Applicator For People With Limited Mobility

Closeup of lipstick, and lip liners on white counter

Over the years, we have seen growth in the areas of diversity and inclusivity in the beauty space through different brands and products like Fenty Beauty, Milk Makeup, Makeup Forever, Maybelline and more. But there is one important aspect that the industry still largely struggles to address: ability-inclusivity. 

According to The World Health Organization, around 15 per cent of the world’s population lives with some form of disability but only four per cent of beauty and personal care products create products that cater to physical disabilities, Women’s Health reports. L’Oréal is looking to change that by offering a motorized, handheld device called HAPTA that allows people with limited hand and arm mobility to apply makeup steadily. 

See also: Selma Blair becomes chief creative officer of ability-inclusive beauty brand guide beauty

What is HAPTA?

HAPTA is a slender device that uses motion sensors and magnetic attachments that helps enable makeup application in 360-degree rotations and flexes at 180 degrees, according to Evening Standard, and will pilot a lipstick applicator later this year from their brand Lancôme.

Related: Sephora Canada celebrated its 100th store opening by donating $100K to Native Women’s Association of Canada.

How does HAPTA work?

L’Oréal hopes that the new device — aimed at the 50 million people around the globe who have limited fine motor skills — can give people confidence and independence, including those who have suffered a stroke or have cerebral palsy. 

The cosmetics company worked with Verily (which specializes in life sciences and technology). It uses technology that’s designed to stabilize and level utensils for people with disabilities. 

With the built-in smart motion sensors in the HAPTA device, plus customizable attachments it gives the user an improved range of motion and increased ease of use for opening difficult packaging. There is also a feature that lets users set and lock an intended position so they don’t have to readjust it every time they use it. 

This move is part of the beauty industry’s push to develop and create ergonomic products in an untapped market that Evening Standard reports is believed to be worth $1.2 trillion. 


“With Hapta we are going one step further by making beauty more accessible to use, because everyone should have equal access to it,” Lancôme’s global brand president Françoise Lehmann says according to the outlet. 

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