Augmented reality (AR) has transformed the shopping experience in fashion and beauty re-tail, offering immersive and personalized interactions. However, there is a growing need to understand how AR influences consumer behavior and marketing effectiveness in this sector. This study presents a systematic literature review (SLR) following the guidelines of Kitchen-ham (2004) to examine AR acceptance in fashion and beauty retail. The review explores its impact on customer experience, purchase intention, and return rates. The process involved defining research questions, applying a Boolean search across six academic databases, and selecting 24 relevant articles published between 2020 and 2024. The findings indicate that AR enhances hedonic value, increases consumer satisfaction, and reduces perceived risk and return rates. Key factors influencing acceptance include trust, perceived task complexity, and consumer engagement. While AR improves the online shopping experience and promotes con-tinued use, challenges such as privacy concerns and generational differences in technology adaptation remain. This review identifies gaps and suggests that future studies should investi-gate additional variables, including user familiarity, product realism, and brand perceptions, to expand understanding of AR’s effectiveness in retail contexts.
Zambiasi et al. (2025) studied this question.