L’Oréal has announced a collaboration with OpenAI that will bring Maybelline New York’s virtual makeup try-on feature into ChatGPT.
The announcement was made at VivaTech 2026. The partnership covers consumer-facing shopping tools, product discovery, advertising pilots, research, and internal content production. The collaboration also covers L’Oréal’s internal use of AI in research, formulation, content production, and employee tools.
OpenAI said in 2026 that ChatGPT had more than 900 million weekly active users and more than 50 million subscribers.
Maybelline try-on comes to ChatGPT
Maybelline’s Makeup Virtual Try-On will be available directly within ChatGPT. The feature will use L’Oréal’s ModiFace technology, which allows users to test makeup looks digitally through a conversational interface.
ModiFace is L’Oréal’s augmented reality and AI beauty technology business. L’Oréal acquired the Canadian company in 2018 to expand its digital beauty services across areas such as virtual makeup try-on, hair colour try-on, and augmented reality shopping.
L’Oréal’s 2025 Annual Report said its Beauty Tech services had more than 120 million uses across 66 countries and 31 brands by the end of 2025.
Product discovery and advertising
L’Oréal will also work with OpenAI to improve how its products are surfaced in ChatGPT in the United States. The company said the work will cover brands including Lancôme and Kérastase.
L’Oréal said the ChatGPT work also includes product discovery. The company said e-commerce grew by double digits in 2025 and passed 30% of sales. Several L’Oréal brands are also involved in OpenAI’s global ChatGPT advertising pilot. They include SkinCeuticals, CeraVe, and Garnier. The programme focuses on ads within AI-assisted consumer interactions.
L’Oréal described the pilot as focused on AI-native advertising at moments of consumer intent and commerce. The company has not provided further operational details on how the ad placements will appear inside ChatGPT.
AI use in research and formulation
The partnership also extends to L’Oréal’s research work. The company said it is using GPT-Rosalind, OpenAI’s life sciences reasoning model, to map the skin microbiome.
OpenAI launched GPT-Rosalind as a model for life sciences research tasks, including evidence synthesis and experimental planning. L’Oréal said it is applying the model to skin microbiome research, starting with La Roche-Posay. The skin microbiome refers to the community of microbes that live on the skin. L’Oréal said the work is aimed at identifying beneficial bacteria that can support the development of new skincare products.
L’Oréal’s 2025 Annual Report also cited AI work in formulation science. L’Oréal Research & Innovation and IBM are developing a Formulation Foundation Model for beauty formulation.
L’Oréal has also worked with NVIDIA on AI development and deployment. The company has said the partnership covers areas including 3D product rendering and predictive formulation science.
Internal AI tools
OpenAI’s latest model will also be used in CreAItech, L’Oréal’s internal generative AI content platform. The platform is designed to create images and videos while reflecting the visual identity and history of L’Oréal’s brands.
CreAItech is used by L’Oréal teams for beauty content creation. The OpenAI model support will apply to image and video generation.
Asmita Dubey, L’Oréal’s chief digital and marketing officer, said the company wants to use AI to support consumers and employees. She also cited its use across marketing and research.
Emmanuel Marill, OpenAI’s managing director for EMEA, said the work with L’Oréal covers research and employee tools, as well as consumer-facing services.
The collaboration forms part of L’Oréal’s wider AI programme. The company said the programme covers consumer tools and internal work across marketing and research. L’Oréal said 73,000 employees have already been trained in generative AI. The company has also introduced internal tools including L’OréalGPT and personal AI companions.
The announcement coincides with L’Oréal’s 10th year at VivaTech.
(Photo by Helio E. López Vega)
See also: Microsoft sells OpenAI models in China. OpenAI and Anthropic won’t.
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