Virtual makeovers are better than ever. Beauty companies are trying to cash in

San Francisco (CNN Business)Agustina Sartori might as well be a chameleon. Her lips keep changing color, from matte red to glossy cherry to shimmering peach. Sartori is the founder of GlamST, a startup that Ulta Beauty bought late last year. Now the director of augmented reality innovation at Ulta, her technology helps power the company’s smartphone apps and is a striking example of how far augmented-reality makeup has come. A shakeup for the makeup world Augmented reality, or AR, a tech that overlays virtual images on live video of the real world, has been available in a handful of mobile apps for years — like kids games or an IKEA app that lets you rearrange virtual furniture in your real …