Holi goes virtual: Samsung and Snapchat’s AR lens adds a splash of fun

Samsung and Snapchat have teamed up to add a digital splash of color to Holi celebrations with an AI-powered AR Lens. The new experience lets Snapchat users virtually apply Holi colors through an interactive face-painting effect.

When users activate the Samsung Holi Lens in selfie mode, two Samsung Galaxy S25 devices appear on-screen, positioned over their shoulders. The Lens prompts users to tilt their heads to choose a device, triggering a burst of color onto their faces—just like in a real Holi celebration. This process repeats, layering more colors to complete the effect.