BeautyTech.jp Spotlights TWIWT's Growth in Japan

We’re honored to be featured by BeautyTech.jp, Japan’s leading publication at the intersection of beauty and technology. In their profile of TWIWT, the editors explore why we built the company, how AI + AR Virtual Try-On is shaping a more confident and social shopping experience, and what we’ve learned from scaling in Japan.

By reading it, you’ll discover practical takeaways you can apply to your own store — such as which try-on features shoppers actually use (360-degree view, face-shape analysis, “shop with friends,” assisted shopping), how quickly VTO can be integrated via API or Shopify, and what kind of results to expect (including a ~4x conversion lift in a recent rollout).

The piece also looks ahead to the future of guided digital shopping, where real-time advice and personalized recommendations reduce returns and help hesitant buyers confidently click “add to cart.”

Originally published by BeautyTech.jp. Text: Ayako Sogo. English translation shared with permission.

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TWIWT, a Slovakia-based provider of AR virtual try-on and shopping platforms for retailers in categories such as makeup and wigs, aims to deliver an online shopping experience as real and enjoyable as in-store shopping. The brand has expanded globally, including Japan, and continues to grow. We spoke with the company’s CEO and the executive overseeing its expansion efforts.

Delivering online shopping experiences that recreate the fun of real-life retail

TWIWT is an AR virtual try-on and shopping platform for retailers offering cosmetics, wigs, jewelry, and accessories. Operated by CamCom, s.r.o., founded in Slovakia in 2022, the platform was developed by co-founder and CEO Ondrej Bagin, who explains the reason behind its creation as follows:

“Our purpose was simple — to make online shopping as comfortable and enjoyable as shopping in a real store. Many customers hesitate to purchase personal items such as cosmetics or wigs because they can’t be sure how they will look or fit in reality. So we developed TWIWT as a browser-based virtual try-on (VTO) platform that requires no app download, is easy for retailers to implement, and convenient for users to access. Moreover, TWIWT isn’t merely a tool for trying products online; it includes social-assisted shopping functions that allow users to try items with friends and communicate or receive live advice from sales staff — an experience designed to extend real-world shopping into the online space.”

Ondrej Bagin, Co-founder and CEO of CamCom, s.r.o.

Profile: A serial entrepreneur from Slovakia. His first online project, launched in 2008, was “easyhairstyler.com,” a web application that allowed users to try celebrity hairstyles virtually and was used by millions worldwide. He also co-founded “mafab.hu,” a popular Hungarian movie information database. In 2022, he developed TWIWT to provide affordable, user-friendly, and easily integrated AR plugins for the fashion and beauty industries.

Bagin points out one of TWIWT’s strengths — its ability to be easily integrated across retailer platforms and devices such as smartphones, PCs, and tablets, with rapid implementation.

“Retailers can begin operating TWIWT on their websites within just a few days. It can also integrate with e-commerce platforms like Shopify via API, and automatically generate and convert 3D representations from 2D product images. Additionally, it offers a clear dashboard for managing plugin settings, design, features, analytics, and insights.”

TWIWT can be integrated with Shopify and other e-commerce platforms.

At the same time, TWIWT’s top priority is creating a “fun user experience.” Since developing an AR-based web app in 2008 that let users virtually try celebrity hairstyles, Bagin has built extensive experience in developing digital services that connect directly with consumers.

Alex Szalai, head of TWIWT UK, who leads the company’s global expansion, builds upon Bagin’s expertise in consumer services, stating, “We know how to make consumers happy.” Szalai explains that traditional online shopping often lacks a sense of fun. Although many VTO tools exist for retailers, most involve multiple cumbersome steps and uninspiring UX, which inspired the development of TWIWT. The company, he says, focuses on creating an experience that end users can enjoy instantly — “fun with a single click.”

Alex Szalai, Head of TWIWT UK

Profile: A senior executive across luxury, technology, and education. As head of TWIWT UK, he directs the expansion of AR solutions for global luxury retailers. He also oversees financial and strategic operations at Lucien Pages & AIPR under global PR group The Independents, supporting a portfolio of international luxury fashion and beauty companies. Additionally, he advises the ed-tech platform “Kubo,” which promotes digital literacy across Europe. With a career of 10+ years in finance, communications, and digital innovation, he consistently focuses on scaling high-impact solutions.

This company philosophy is embodied in TWIWT’s features. To help users truly understand products and determine if they suit them, TWIWT offers:

• 360-degree view — check products from all angles
• Face shape detection — recognizes facial contours and tones for better fit
• Head measurement technology — uses the camera to determine precise sizing for wigs and headwear

All features operate automatically, launching instantly when users tap the try-on button.

Additional features designed to expand the user shopping experience include “Shop with Friends,” where users can invite friends to join the same session to share opinions and try products together, and “Assisted Shopping,” a live service connecting customers with real sales staff.

“We believe such live interactions — sharing VTO with real people and talking in real time — bring the excitement of physical shopping to the online world, in a way that chatbot interactions alone never could.”

Adopted by over 500 companies worldwide — Conversion rates in Japan increased about fourfold

Today, TWIWT operates globally across Europe, North America, and Asia — including Japan — and is used by more than 500 companies and brands. In the beauty sector, examples include No Makeup Makeup, a U.S. brand launched in 2024 as a relaunch project by a makeup artist known for championing natural beauty in the 1980s-90s, and Banana Beauty, a German vegan makeup brand that co-creates products with its fan community.

Source: No Makeup Makeup official website

In Japan, a major beauty retailer introduced TWIWT’s real-time 3D web try-on service on its official online store, delivering impressive results.

“The impact was remarkable — conversion rates increased by 400% and product returns decreased after implementation.”

For us, this represents an important milestone, because Japan is one of the most advanced and demanding markets when it comes to beauty and digital shopping experiences. Given the Japanese customers’ emphasis on precision, personalization, and high-quality interfaces, we see great potential across cosmetics and wigs.

According to Szalai, TWIWT has also been adopted by Japanese retailers in the beauty and cosmetics space, with adoption and inquiries increasing in China and South Korea as well, making Asia a strategic region with strong growth potential.

Creating a multifaceted shopping experience that supports purchasing decisions through AI x AR

Slovakia, where TWIWT is headquartered, is located in Central Europe with a population of about 5.43 million. Despite its small size, its capital Bratislava and second-largest city Kosice are known as hubs for the IT industry, home to successful global tech companies such as cybersecurity firm ESET and process-mining company Mint (acquired by Microsoft). With strong technical infrastructure, skilled developers, and government commitment to fostering innovation and technology-driven business, Slovakia has developed a vibrant startup ecosystem and is attracting attention as a promising investment destination. TWIWT was selected by the online business magazine “EU-Startups” as one of the “10 Slovak Startups to Watch in 2025.”

“Because we’re from a small country, we can identify overlooked market gaps and use them as opportunities to expand globally.”

Bagin emphasizes TWIWT’s agility and passion for turning ideas into reality.

As for the next stage, Bagin envisions evolving TWIWT from “virtual try-on” to “guided digital shopping.”

“Beyond showing a product’s appearance with even greater realism, we aim to combine AI-driven recommendations, precise measurements, and real-time advice to create an experience where customers not only enjoy VTO but also feel comprehensively supported in their purchasing decisions.”

In other words, through a multifaceted design approach, TWIWT aims to enable brands to express their unique “character” in virtual spaces, allowing customers to confidently choose products and brands that suit them. To achieve this, AR technology capable of reproducing subtle differences in color and texture — such as the natural, skin-like tones emphasized by brands like No Makeup Makeup — is essential. In the makeup sector, TWIWT is currently developing a new version of its VTO technology to reproduce glossy or matte lipstick finishes and the shimmery textures of powders with realistic fidelity.