Debenhams launches virtual try-on tech to boost digital engagement

Debenhams has introduced virtual try-on technology to enhance customer experience across its digital channels, starting with its beauty offering and aiming to expand into fashion in the coming months.

The move is part of the online department store’s wider strategy to increase personalisation and interactivity online, helping shoppers feel more confident in their purchases.

Customers browsing beauty products on Debenhams’ website can now use a real-time virtual try-on tool that shows how makeup will look on their face.

Plans are already underway to extend the feature to the retailer’s fashion range. In the next phase, customers will be able to try on clothes virtually using animated, human-like avatars.

“At Debenhams we are always looking for ways to provide a differentiated and enhanced customer experience,” said Debenhams CEO Daniel Finley. “This technology gives users more engaging and personalised ways to explore our products and make informed decisions.

• Related Story

  • 

    Boohoo confirms Debenhams rebrand despite Frasers opposition

    28/03/2025 x 2:24 PM

“We love innovation and believe the use of moving, personalised avatars with social influence is a real step forward in the virtual try-on space for beauty and fashion. We’re already seeing tangible benefits.”

The technology is powered by Be Retail Social, a virtual try-on and fitting room platform that supports AI-driven personalisation for fashion, beauty, and sportswear brands.

Be Retail Social founder and CEO Simon Iddon added: “We first engaged with Debenhams around our virtual fitting room platform for fashion and sportswear. However, they quickly saw an opportunity that aligned with their beauty initiatives. With minimal effort, the team had the platform-agnostic integration in place and delivering on the first sets of experiments.

“We’re proud of the progress and look forward to expanding the use of our virtual fitting room services across Debenhams’ vast product range.”

Click here to sign up to Retail Gazette‘s free daily email newsletter