Laura Mercier, one of beauty’s most renowned luxury brands, has taken a major leap into immersive retail by launching a high-tech shopping experience for Apple Vision Pro, developed in collaboration with Obsess, an Infinite Reality™ company. This new venture transforms how beauty enthusiasts shop, combining ultra-high-definition 3D unboxing, virtual boutiques, and real-time shoppable videos—a convergence of artistry and technology now available through Apple’s premier mixed reality headset.
Exploring the Vision Pro Experience
Inside the new Laura Mercier app, users are invited to choose between two lavish environments—a sophisticated New York flagship and a chic Parisian atelier. These digital boutiques host step-by-step tutorials and showcase the brand’s latest launches, with standout products including the Caviar Stick Eye Shadow Shimmer, Tightline Eyeliner, and Extravagant Mascara.
Beyond browsing products by category, Apple Vision Pro users engage with ultra-high-definition 3D unboxing and interactive, shoppable videos. The app’s Content Hub enables customers to watch experts demonstrate makeup techniques and empowers them to purchase items directly—turning inspiration into instant action within an environment rich with visual and tactile detail.
Partnership Power: Obsess and Infinite Reality
Developed by visionOS specialist Obsess, the experience is a showcase for Infinite Reality™—a company driving next-generation digital commerce with extended reality (XR) and AI. The partnership builds on Obsess’s legacy of discovery-driven shopping and Infinite Reality’s drive for visually captivating retail solutions, making the Laura Mercier app a flagship for how luxury brands can craft differentiated digital journeys across devices and realities.
Neha Singh, founder of Obsess and Chief Innovation Officer at Infinite Reality, described the vision: “The Laura Mercier app for Apple Vision Pro highlights Infinite Reality’s aim to transform flat 2D digital retail grids into immersive experiences that are engaging, dynamic and visually stunning”. Singh emphasized that their expertise in 3D environments and discovery-driven shopping empowers brands to build deeper emotional connections with customers and drive business results in a digitally saturated world.
Ultra-Immersive Discovery and Social Shopping
Shoppers access a variety of interactive features within the app, from detailed exploration of makeup textures to personalized product recommendations. Real-time unboxing, expert-guided tutorials, and full virtual test-drives for color selection and application offer shoppers a bridge between educational content and seamless transactions.
Diane Kim, global brand president of Laura Mercier, said: “This is an exciting time for our consumers to explore Laura Mercier through a new, digitalized lens that offers an immersion into the brand and its history. The dynamic shopping experience provides consumers with the opportunity to play, discover, test and trial products while telling the rich story of this iconic brand”.
The app, available exclusively for Apple Vision Pro, demonstrates how luxury beauty is expanding into metaverse commerce—prioritizing visual engagement, realism, and emotional connection, rather than static product grids and flat catalogs.
Industry Impact and Infinite Reality’s Future
As virtual shopping and beauty experiences gain traction, Laura Mercier’s Vision Pro app sets new benchmarks for luxury retail—elevating convenience, discovery, and personalization. Surveys suggest that one in four digital-first beauty shoppers have explored virtual stores, and a significant majority make purchases after engaging with high-fidelity, content-rich shopping events. Infinite Reality and Obsess anticipate broader applications, forecasting that immersive commerce will soon become integral not only in fashion and beauty but across retail verticals.
Conclusion
With Obsess and Infinite Reality’s vision, Laura Mercier’s Apple Vision Pro app signals the arrival of next-generation luxury—an experience where storytelling and product performance converge in immersive, interactive digital environments. As Singh said, “This interactive 3D unboxing feature highlights how brands can transform traditional e-commerce touchpoints into interactive, personalized experiences that drive both emotional connection and business results”. For beauty shoppers, it’s now possible to step into a world of artistry—where discovery, education, and indulgence happen in a virtual space reimagined for the future.
