Continuing the expansion of augmented reality services in the UK, Estée Lauder have announced a partnership with YouCam Makeup. Stores that the service will be trialled in include Carnaby Street, Estée Lauder’s Selfridges counters in London, Manchester and Birmingham. The partnership symbolises potentially the first augmented reality service in the beauty industry, as well as being YouCam’s first venture into the UK market, with the app currently having over 400 million downloads worldwide.