AI meets beauty: the future of skincare and the battle for legal accountability

AI-enhanced skincare is transforming the beauty industry by providing personalised solutions through skin analysis tools, AI recommendations, and virtual consultations. While technologies like L’Oréal’s Skin Genius and Neutrogena’s Skin360 help consumers make informed choices, they also raise legal concerns, particularly in areas such as product liability and false advertising. In Malaysia, these issues remain unclear compared to more developed frameworks in the EU, US, and South Korea. The use of AI blurs the line between product and service, making it difficult to determine responsibility when harm occurs, whether it lies with developers, brands, or sellers.