US beauty retail giant Ulta Beauty acquired GlamST, an Uruguayan AR platform for beauty brands and retailers, for an undisclosed amount. GlamST investors include 500 Startups, Hunt Technology Ventures, Reflex Capital and GrowthX.

(Endeavor) GlamST, an Uruguayan augmented reality (AR) technology company founded by Endeavor Entrepreneur Agustina Sartori, was acquired by Ulta Beauty, the largest beauty retailer in the United States and their longtime client.

GlamST’s proprietary technology allows people to try on makeup through AR, representing finishes, color, and texture of the products in a highly realistic and accurate fashion. With the acquisition of GlamST, along with AI company QM Scientific, Ulta aims to ramp up its digital strategy, building a “digital innovation ecosystem” for its customers alongside its brick and mortar stores. Agustina will assume the role of Director of AR Innovation at Ulta.

GlamST has attracted clients such as Maybelline, Clarins, and Dufry, and received funding from 500 Startups, among other angel investors and funds.

“Both GlamST and QM Scientific bring technology leadership, guest experience, focused capabilities and the right cultural fit,” said Prama Bhatt, Ulta’s senior vice president of digital and e-commerce. “We now own the technology assets to support our digital experience roadmap.”

Financial terms of the investments remain undisclosed.