E.l.f. Cosmetics is the first mass market brand to launch on YouCam, a beauty app offering virtual makeup application with more than 300 million downloads.

YouCam just added roughly 50 e.l.f. stock keeping units to its platform, highlighted by three e.l.f. curated holiday looks, which will be extended quarterly.

The debut also represents the first time YouCam is offering shoppable looks.

“You can buy as you are trying on [which has been available] but for the first time you can shop the entire look and purchase right from there,” said Mara McCune, Vice President of Marketing for e.l.f.

Beauty apps are among the fastest growing in the digital landscape, especially those offering the convenience of virtually trying on cosmetics items. The apps are associated with trimming returns and encouraging the purchase of colors women were once afraid to try.

“We believe our consumer is increasingly connected. She gets her information and is influenced by bloggers and what she sees online. We see virtual beauty as a way to influence her shopping decision and a natural extension of our mission of making luxurious beauty accessible,” said Mara.

E.l.f. has grown up in a digital world. It was introduced via e-commerce and the company was among the first to produce online makeup tutorials. E.l.f. maximizes its online learnings to fine-tune product assortments. The app is expected to also offer consumer insights.

YouCam was selected, Mara said, because of its true-to-life virtual technology, as well as “strong overlaps” between the two companies’ consumers. Alice Chang, CEO and founder of YouCam parent, Perfect Corp., agrees. “The empowering mission and digital roots on which e.l.f. Cosmetics was founded, align perfectly with YouCam Apps.”

E.l.f., which recently went public, is on a dramatic growth rate, both in mass market doors along with its own stores which now total 16 units including new doors in California.