While the world’s biggest tech companies were unveiling their latest innovations at CES 2023, a video of model Janira Obregon applying lipstick stole the show. Obregon, a wheelchair user from New York City, was one of three models featured in a video by cosmetics giant L’Oreal revealing a new lipstick applicator for users with limited mobility. Hapta is a handheld “smart” makeup applicator. It combines motion controls and customizable attachments to stabilize and level the lipstick as a user brings it toward the lips. 

Obregon, 26, lives with cerebral palsy and spastic quadriplegia and says the device would be a welcome addition to her makeup routine. “I do my own lipstick sometimes, but not that much,” she says. “With this, putting on lipstick was so easy to do. It made my life so much easier and brought back a lot of independence.” 

Obregon not only enjoyed using Hapta but was also impressed by L’Oreal’s approach to developing and rolling out the product. “I really liked how they reached out to people with disabilities,” she says. As a model for four years, she has firsthand experience with the alternative. “A lot of times, brands develop things for people with disabilities but they don’t [consult] people with disabilities in the process.” 

L’Oreal also debuted the L’Oreal Brow Magic, which their press release hailed as the first at-home electronic eyebrow makeup applicator that provides users with customized brow looks in seconds. For more on both products, visit loreal.com.