Shop loop is a new experiment launched by the Google Area 120 laboratory: it’s a video shopping platform that allows to discover, evaluate and purchase beauty products through a single app. The idea was born seeing a commuter who consulted the cell phone to search information on a make-up product seen on a social network, going from videos on YouTube to understand its real use to an online store for purchase. So why not group these three functions (discovery, reviews and purchase) in one application? So here is Shoploop, an app that allows users to discover products through 90-second videos and to understand if they are right for them. The demonstrations are provided by the users themselves, so that can be followed just like on a social network.