Professional hair care company John Paul Mitchell Systems has teamed up with YouCam Makeup to launch a new function on the popular virtual-reality app, according to a report published by WWD. The partnership will initially last for up to a year and represents John Paul Mitchell System’s first foray into try-on technology, as well as YouCam’s entry into the hair sector.

Users will be able to use the try-on app to change their hair color on screen, choosing from 32 different shades, before taking the plunge IRL.

“It makes hair color a lot of fun,” Andrea Espinoza-Coto, Marketing Manager for professional hair color at John Paul Mitchell Systems told WWD. “At times, guests can fear hair color, whether it is a color change or just embarking on a color experience, and this tool helps users become more comfortable with the thought of a color shift.”

YouCam boasts an impressive audience, with 30 million selfies augmented via the app daily and users engaging in one billion sessions monthly. The app appeals to a young, female demographic in the main, with some 60 percent of users aged 18 to 34 and 92 percent female.