I don't think anyone wants to be one of a 100 colours in a box". Fans of the cult TV show Mad Men would remember this iconic line that kickstarts copywriter Peggy Olsen's career at ad agency Sterling Cooper. Regardless of whether you watched the show, lipstick lovers will agree that one often comes across lip colours which could be the perfect shade for you, albeit with some tweaks. This is also why many beauty addicts mix different shades to get the perfect pink, nude or red.

We have been missing applying our favourite shade of red while following rules of social distancing and lockdown, so the launch of an AR-enabled customisable lipstick colour service cheers us up. Founded in 2019 by Avni Sricharan and Dyuti Waghray, LipHue first launched as a lip studio in Hyderabad. And like several other businesses who also started an e-store post the pandemic, LipHue too has launched an e-portal where you can either pick from their ready shades (we love quite a few shades from their extensive range) or customise your own lipstick. It's powered by an Augmented Reality (AR) interface that lets you try each shade virtually, or spot the difference in colour as you build your own lip colour. The sign-up process is simple, and the website functions without any lags once we start trying the shades.