Shiseido’s Virtual Try On Tool Faces a Class Action Alleging Illegal Facial Scan Collection Across Multiple Beauty Brands

by uploading a saved photo. The resulting image can then be downloaded or emailed. According to the lawsuit, the tool is powered by the YouCam Makeup application, which uses biometric technology to capture the facial geometries of users in order to accurately overlay makeup products onto their images.

What Illinois Law Requires The Illinois BIPA is one of the most stringent biometric privacy laws in the United States.

It requires any company collecting biometric identifiers, including facial geometry scans, fingerprints, and retina scans, from Illinois residents to first provide written notice that biometric data is being collected and state the purpose and length of time for which it will be stored and used.

Companies must also obtain written consent before collecting the data and maintain a publicly available written policy establishing a retention schedule and guidelines for the permanent destruction of that data…