Last month, The Estée Lauder Companies (ELC) was honored with the Innovation Award at the 2025 World 50 Impact Awards for its groundbreaking Voice-enabled Makeup Assistant (VMA), a first-of-its-kind, artificial intelligence-powered mobile app to help visually impaired users more easily and confidently apply makeup.
World 50 Group—the global community of business leaders from the most respected and influential companies—announced the winners on Wednesday, March 12, during the Impact Awards ceremony in Miami, where hundreds of global executives from leading organizations gathered to celebrate outstanding achievements in building inclusive workplaces.
VMA’s pioneering smart mirror technology is driven by ELC’s Augmented Reality and Artificial Intelligence capabilities and was developed using machine learning. VMA uses voice instruction technologies to assist the user in makeup application; users receive audio feedback and tips on whether their lipstick, eyeshadow, or foundation is evenly applied. Using AI, VMA identifies makeup applied on a user’s face and assesses the uniformity and boundaries of application and coverage. VMA identifies any areas on the face that may require more accurate application and audibly describes where touch ups may be needed.
“ELC identified a significant gap in the beauty industry—the lack of accessible solutions for visually impaired makeup wearers,” said Lynda Pak, Interim CIO, The Estée Lauder Companies. “The team worked directly with this community to ensure this was a truly co-created experience and that their voices were heard. Thank you to World 50 for acknowledging the important work to make the industry more inclusive for all.”
The World 50 Impact Awards recognize and celebrate organizations advancing workplace belonging and community excellence. This prestigious event honors those driving meaningful change and demonstrates the undeniable connection between inclusive leadership and business success. The Innovation Award specifically showcases companies that have developed technology to improve inclusion and belonging efforts, setting new standards for how organizations can leverage new solutions to create more inclusive environments.
VMA was first launched in the UK and Ireland in January 2023, in the United States in April 2023, and in Mexico in May 2024. With a guiding principle of building with, and not simply for, people with low vision or blindness, ELC has taken a “nothing about us, without us” approach to co-creating a truly inclusive and accessible app.
Chosen from a competitive pool of more than 100 entries from 65 unique organizations across 15 countries, the 2025 Impact Awards winners represent leaders from diverse industries across 9 categories. The winners were meticulously chosen by a panel of 36 esteemed, independent judges comprising top executives from leading global organizations.