This project explores how Glossier can enhance the online beauty shopping experience for Gen Z consumers by addressing key customer pain points across the digital purchasing journey. Through brand analysis, competitor evaluation, secondary research, and primary consumer research conducted through a survey, the project identifies challenges surrounding virtual product testing, shade matching, and personalised recommendations. It proposes AI-powered virtual try-on technology and personalised skin analysis integrated across Glossier’s digital and retail ecosystem to create a seamless omnichannel customer experience, strengthen customer engagement, and foster long-term brand loyalty.