MAC Cosmetics Lawsuit Over Virtual Try-On Face Scans in Illinois

A lawsuit filed by Fiza Javid accuses MAC Cosmetics of running afoul of the Illinois Biometric Information Privacy Act (BIPA) through its virtual try-on features, offered both in stores and online. According to the complaint, MAC used facial recognition technology to power these tools but never obtained the informed consent BIPA requires before collecting shoppers' biometric data. The suit further alleges that MAC failed to tell customers how their facial data was being gathered and did not maintain a publicly accessible policy explaining how long that data would be kept or when it would be destroyed. The case is now pending in the Circuit Court of Cook County, Illinois, Chancery Division, where Javid is seeking statutory damages, attorneys' fees, and equitable relief on behalf of affected consumers.