YouCam Makeup, the global beauty app, is launching a custom virtual on-demand "Beauty Advisor" experience that will grant users access to beauty expertise from anywhere in the world.

The personalized feature will allow app users to link up with a beauty professional via live video chat for a real-time beauty consultation conducted using augmented reality (AR) to test out products virtually. The advisors will be able to educate each user about the best looks and products for their style, walking beauty fans through various looks and helping them to shop specific brands.

"By adding an on-demand personalized feature, YouCam continues to elevate and enhance the customer beauty journey for consumers, brands, and retailers alike," said Alice Chang, CEO of the app's developer Perfect Corp, in a statement.

The move, which was unveiled during the South by Southwest Festival in Austin, Texas, is the latest big milestone for YouCam, which has made a name for itself as the go-to beauty app for allowing customers to virtually try on makeup products and experiment with different styles. Its patented augmented reality and artificial intelligence technology uses facial recognition, 3D renderings, skin tone analysis, and texture matching to create a digital space in which shoppers can play with different looks and share the results on social media, as well as purchasing the products in question. The app has teamed up with several big-name beauty brands on custom virtual experiences over the past year, including Lancôme Paris and L'Oréal global.

The on-demand Beauty Advisor experience will shortly be available for free within the YouCam Makeup app.