Tech company EzFace, based in Israel, has released a smartphone app in the US which allows consumers to virtually try on over 25,000 products from brands such as L’Oreal, Maybelline, Revlon, CoverGirl Physician Formula, Sally Hansen and Wet n’ Wild.

The app, called TryItOn, is available on iOS and Android and allows users to upload a photo of themselves and then scan the barcode of products in order to see how makeup will appear on the their face.

According to EzFace, the app’s software is like a “virtual mirror” that measures skin tones and maps facial features, applying makeup with 95 percent accuracy. Users can also take snaps of different looks in order to share them with friends. 

The free app has been downloaded 65,000 times since it launched last month. It is targeted at women aged 15-35.

It is the latest in a series of makeup simulation apps which have been released recently, such as You Cam, Perfect 365, ModiFace, Taaz, and L’Oréal Makeup Genius. TryItOn claims that it is distinctive due to its extensive product database.

Its founders Ruth Gal and Rami Orpaz created the app with the intention of helping consumers make wiser purchasing decisions, reducing the number of makeup products that go to waste. It is estimated that 18 percent of makeup products are used no more than once.