NARS is the next beauty brand to bless customers with virtual makeup. The move is the latest in a series of steady efforts the brand has been making to douse its digital strategy with an air of augmented reality, among other trends. Here are the steps NARS has taken to achieve its new look.

Since February, Nars has been highlighting its brand representation with augmented reality experiences via iPads at select beauty counters across the US and France. They were first meant to serve as education tools for sales associates, but the brand’s latest initiative to offer its entire selection of products via a virtual try-on tool paints a new, more customer-centric story.

This isn’t NARS’ first foray into trend territory. The brand has tapped into other popular methods to make the customer feel comfortable in the past. For example, as inclusivity and diverse representation became more top-of-mind for consumers, NARS took note. The brand invested in a full makeover for its website last year, relaunching it with unique before and after images for each shade on priority complexion products, according to Gartner L2’s Digital IQ Index: Beauty. Given the popularity of the inclusivity movement sweeping the beauty industry at the time and the success that beauty upstart Fenty Beauty saw by adding such images to its website, the strategy makes sense for a brand trying to stay on top of trends like NARS.

Though the digitally Gifted brand boasts strong performance on popular retail partners like Sephora and Nordstrom and excels in navigation and selling features on its site, it faces competition from peers also striving for the beauty spotlight. In addition to newbies like Glossier and Fenty Beauty, old names like L’Oréal, Estée Lauder, and MAC Cosmetics are all trying their hand at augmented beauty realities of their own, while others are even applying the tactic toward their advertising strategies.

As AR continues to explode across the beauty category, brands including NARS will have to think up new ways to entice consumers via the method. While many brands currently offer virtual try-ons for select product collections only, NARS might be able to get ahead by simply inviting customers to virtually try on its full trove of beauty goodies (700 products in total). But only time will tell if more might actually be more for the makeup brand.

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