PurposeThis paper examines what the use of an augmented reality (AR) makeup mirror means to consumers, focusing on experiential consumption and the extended self.Design/methodology/approachThe authors employed a multimethod approach involving netnography and semi-structured interviews with participants in India and the UK (n = 30).FindingsTwo main themes emerged from the data: (1) the importance of imagination and fantasy and (2) the (in)authenticity of the self and the surrounding “reality.”Research limitations/implicationsThis research focuses on AR magic makeup mirror. The authors call for further research on different AR contexts.Practical implicationsThe authors provide service managers with insights on addressing gaps between the perceived service (i.e. AR contexts and the makeup consumption journey) and the conceived service (i.e. fantasies and the extended self).Originality/valueThe authors examine the lived fantasy experiences of AR experiential consumption. In addition, the authors reveal a novel understanding of the extended self as temporarily re-envisioned through the AR mirror.