Sephora and new beauty app Map My Beauty are aiming to shake up the beauty mobile-commerce landscape with a tool that combines a customized beauty analysis with a virtual tutorial to capitalize on a popular—yet mystifying—makeup trend: contouring.

Beginning March 5, Map My Beauty, a personal, virtual makeup artist application, will be housed on Sephora’s mobile site and looks to teach women how to apply makeup based on their unique features via the tool Pocket Contour Class. To get things started, a user first visits www.m.sephora.com/pocketcontour and uploads a selfie, where the app’s technology calculates the user’s face shape and analyzes the symmetry of her features. Next, the user selects a contouring look they want; then they receive a personalized, step-by-step makeup plan based on their features, as well as shoppable links.

“Sephora had a desire to demystify contouring, an emerging trend in beauty previously known only to, and mastered by, makeup artists,” said Bridget Dolan, VP of Innovation at Sephora. “We collaborated with Map My Beauty on how best to use their technology to unmask the most challenging aspects of contouring – identifying your face shape and then pinpointing exactly where on your face you should highlight and contour. Sephora is launching Pocket Contour Class as part of a suite of marketing tools to teach women how to contour find the right contouring products and put their best face forward.”

Founded by Annabella Daily as an alternative to YouTube beauty tutorials, Map My Beauty will later this year launch a stand-alone business-to-business platform and iPhone app that goes beyond contouring.

“Our platform will offer tutorials for both face and eye makeup. Users will be able to choose from a wide selection of dedicated beauty looks (specific to each brand on the platform) to receive personalized makeup tips. This will fuel the consumer experience in-store and on mobile.”

The company, which is privately-held, is in the middle of securing a seed round of funding for the purpose of scaling its platform to partner with additional brands and retailers to become the go-to tech solution in virtual beauty.

Annabella, who is no stranger to the beauty digital world, helped create the fashion, beauty and style verticals on YouTube, and then became highly sought after to help brands and publishers create a presence on YouTube. She also spearheaded the launch and growth of an original fashion and beauty channel, Hello Style, for Hearst Digital, and relaunched channels for Vogue, Teen Vogue, Glamour and Style.com at Conde Nast, where she also led the first-ever YouTube beauty guru collaborations for the publishing house.

“Having made a career of beauty and consulted for YouTube’s beauty and fashion verticals, I was fascinated by the millions of women who turn to YouTube to get their beauty information, yet noticed that the video tutorials were devoid of personalization. I thought there had to be a more high tech route for women to learn how to apply makeup, so I set out to create a personal virtual makeup artist application – Map My Beauty. My goal is to become the go-to source of technology solutions created for women, by women – disrupting how innovation is led in the entire beauty industry.”