E.l.f. Cosmetics has become one of the first beauty brands to launch a shopping app for the newly-released Apple Vision Pro.

The “your best e.l.f.” visionOS app includes first-of-its-kind features specifically designed for Apple Vision Pro to take advantage of its 3D user interface that users control with intuitive hand and eye movements.

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Users are invited to explore three distinct environments – Camo Cove, Big Mood and Halo Glow – each themed after an e.l.f. product available for sale within the app.

The makeup giant also launched an assortment of 3D e.l.f. products on the device allowing users to shop via Apple Pay and participate in relaxing activities to be “your best e.l.f.”

These activities include guided meditations, stretching exercises and an interactive “Paint by Numbers” game.

E.l.f Beauty Chief Digital Officer, Ekta Chopra said: “Your best e.l.f.’ is a game-changing beauty experience that welcomes users to relax, de-stress and focus on being their best self.

“Partnering with Obsess to launch one of the first beauty shopping apps for Apple Vision Pro is an evolution for our brand, which has always been digitally-led.

“We are champions for innovation and new technology platforms. The decision to launch on Apple Vision Pro is not only natural for us; it is critical to continue to meet our community – and entertain them – wherever they are.”