Augmented reality provides numerous industrial applications taking advantage of its immersive potential. In the beauty industry, impressive results have been obtained with virtual try-on applications where smartphones or displays are used as virtual mirrors. Another perspective of AR consists in augmenting the virtual content directly on the real world, instead of augmenting it on a screen, via video projections. This area has been less explored due to its complexity. However, it has a huge impact on the user’s experience since it changes the way we perceive and interact with the world. This talk will focus on this spatial augmented reality approach and more particularly on systems composed of video projectors and cameras. At L’Oréal a spatial augmented reality system was developed to cover various immersive applications in beauty industry. Some of the use cases and challenges of such a solution will be discussed.