BeautyLaw

MAC Cosmetics Faces Biometric Privacy Lawsuit in Illinois Over Virtual Try-On Tech

A proposed class action lawsuit (Javid v.

Published: Nov 25, 2025 10:22 PM

By Alyssa Jade Mann

BeautyLaw

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MAC Cosmetics Faces Biometric Privacy Lawsuit in Illinois Over Virtual Try-On Tech

A proposed class action lawsuit (Javid v. MAC Cosmetics, Inc., Case No. 2025-CH-08774) was filed in Cook County, Illinois, accusing MAC Cosmetics of violating the Illinois Biometric Information Privacy Act (BIPA) by using its popular virtual try-on tools both in-store and online to scan and collect consumers’ facial geometry data without obtaining the required written, informed consent.

How MAC’s AR Try-On Tech Works—and What the Lawsuit Claims The complaint details that MAC Cosmetics offers a virtual try-on tool to let shoppers preview how lipsticks, foundations, and other products would look using a real-time live video scan or a photo uploaded either at physical locations, such as the Schaumberg, Illinois store, or online via customers’ device cameras or photos.

The technology captures precise facial geometry to overlay makeup onto a mirror-like replica of the customer’s face, but does not display consent forms or provide information about data storage, use, or retention as mandated by BIPA.

Plaintiff Fiza Javid alleges she experienced this at a suburban Chicago store and again via MAC’s website, never being notified or presented with written consent, in violation of Illinois law.

The suit argues that neither MAC’s digital platforms nor its retail associates disclosed that biometric information would be recorded, how it would be used, or how long it would be stored. The Legal Standard: What Does Illinois BIPA Require?…

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MAC Cosmetics Faces Biometric Privacy Lawsuit in Illinois Over Virtual Try-On Tech

A proposed class action lawsuit (Javid v.

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