Exploring the Role of Augmented and Virtual Reality inEnhancing Perceived Ease of Use and InfluencingConsumer Behavior Towards Cosmetic Purchases: A Systematic Review

Background: Augmented and Virtual Reality are quickly becoming key players in the ‎cosmetics industry, offering consumers more interactive and engaging shopping experiences. ‎Despite their growing use, there is still a gap in Research on how these technologies influence ‎consumer behaviour, especially when it comes to buying cosmetic products. This systematic ‎review brings together existing studies to examine the effects of AR/VR on the ease of use, ‎consumer attitudes, and purchase intentions in digital cosmetic shopping.‎ Objective: The main aim of the study is to examine the way AR and VR influences perceived ‎ease of use in cosmetics shopping, to analyse the influence of AR and VR technologies on ‎consumer attitudes toward cosmetic products, to evaluate how AR and VR affects purchase ‎intentions in the cosmetics industry and to explore the psychological and emotional factors of ‎consumers using AR and VR for cosmetic purchases.‎ Methods: Following PRISMA guidelines, studies published between 2010 and 2025 were ‎analysed. A thorough search was conducted using databases such as PubMed, Scopus, and ‎Web of Science, with carefully constructed Boolean search strings targeting key concepts in ‎AR/VR, cosmetics, and consumer Behaviour. The selection process was clearly outlined with ‎a PRISMA flowchart, and the quality of the studies was assessed using the Mixed Methods ‎Appraisal Tool (MMAT). Out of 180 studies initially identified, 140 were included in the ‎qualitative synthesis and 40 in the quantitative analysis.‎ Results: The results reveal that AR/VR significantly enhance the perceived ease of use in ‎digital cosmetic shopping, which in turn leads to more positive consumer attitudes and higher ‎purchase intentions. Immersive experiences—such as virtual makeup try-ons and 3D product ‎visualizations—not only ease the mental effort required but also help build trust and forge an ‎emotional connection with the brand. Significantly, most of the studies reviewed met high ‎methodological standards.‎ Conclusions: AR/VR technologies are transforming the cosmetic shopping experience by ‎making it more user-friendly and engaging, while also increasing consumer confidence in their ‎purchases. Future research should include longitudinal studies to evaluate the sustained ‎impact of AR/VR on brand loyalty, investigate the integration of AI for enhanced ‎personalization of those experiences and conduct cross cultural analyses to capture variations ‎in consumer response‎.