This study explores the role of Augmented Reality (AR) and virtual try-on technologies in enhancing consumer engagement and influencing purchasing behavior within the beauty industry, with a specific focus on college students in Mumbai. As digital innovation reshapes marketing strategies, beauty brands increasingly leverage AR-based applications to offer interactive, immersive product experiences. This research adopts a mixed-methods approach, integrating survey data and focus group discussions to evaluate how virtual try-ons affect consumer perceptions of product authenticity, trust, and satisfaction. The findings indicate that AR experiences significantly enhance engagement levels, product confidence, and purchase intention by allowing users to visualize outcomes in real time. Moreover, the study reveals that convenience, personalization, and social sharing features further amplify emotional connection and brand loyalty among young consumers. These insights underscore the strategic value of AR technology as a tool for experiential marketing, offering beauty brands a pathway to foster deeper consumer relationships in an increasingly digital marketplace.