Snapchat head of beauty & fashion partnerships Rajni Jacques: Gen Z shops 'on their own terms'

When Snapchat first tapped into the power of augmented reality circa 2015, no one understood how impactful it would be to the social media platform and the beauty industry.

Snapchat's “Lens” feature was introduced in 2015. This feature, powered by augmented reality technology, allows users to change how they and the world around them look. But it wasn’t until at least 2017 that the beauty industry started to catch up through independent providers like Modiface, which was later acquired by L'Oréal Group in 2018. To help further Snapchat’s relationship with the beauty and fashion industries and promote its AR strategy, Snapchat hired Rajni Jacques, head of fashion and beauty partnerships at Snapchat, to lead the charge.

Jacques joined the social media platform in April 2021 from her previous role as fashion director at Teen Vogue and Allure. Jacques has been in the editorial world for the last two decades, holding positions at InStyle, Glamour, Nylon, The Fader, Vibe and Honey. 

Jacques sat down with Liz Flora, Glossy’s West Coast correspondent and host of the Glossy Beauty Podcast, to chat about all things augmented reality, Gen Z and the ways both play into beauty.