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?

Enacted in 2008, the Illinois Biometric Information Privacy Act is the strictest biometric data law in the U.S.—requiring companies to obtain explicit, written consent before collecting or possessing any individual’s biometric data.

Businesses must also publish written policies outlining the duration of data storage and the method of data destruction, and clearly disclose the purpose for collecting the data…

Members-only article

Unlock the rest of this story

Join free to keep reading RetailBoss beauty coverage, industry analysis, and market intelligence.

Full article access
Industry analysis
Free account

Company

Account name Used publicly if you comment. We encourage your real first name.

Password

Send me RetailBoss newsletter emails through Substack. I can unsubscribe anytime.

Free access. No credit card required. Your account is created after you verify your email.

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

How MAC’s AR Try-On Tech Works—and What the Lawsuit Claims

Unlock the rest of this story

0 Comments

Start the conversation

Recommended Articles

L’Occitane Transforms its Avenues Mall Boutique

JUNG SAEM MOOL’s Glass Skin Atelier Pop Up Turns Union Square Into a K Beauty Studio

Amouage Brings Oman’s Canyon Light to Beverly Hills with “The Wadi” Flagship on North Beverly Drive

Byredo Turns Bal d’Afrique Into a Rerracotta Desert Dream at Hangzhou MixC