Augmented Reality is here and it is revolutionizing numerous industries including beauty and medicine. For the beauty industry, AR has now become a common standard, with global deployment by nearly 80% of the top beauty brands. As this first wave of AR has now become well tested and successfully deployed, a second wave is beginning to emerge. This second wave, consisting of Intelligent Augmented Reality, combines the latest advances in Artificial Intelligence in "understanding" the environment and situations along with photo-realistic AR to provide a truly beneficial experience for users. In this talk, we will review several key examples where brands have successfully deployed AI in combination with AR, including global case studies for Sephora and L'Oreal.