Revolutionizing Beauty: L’Oréal Introduces Maybelline Virtual Try-On with ChatGPT

L’Oréal has recently unveiled a groundbreaking collaboration with OpenAI that will introduce Maybelline New York’s virtual makeup try-on feature to ChatGPT, a move that is set to revolutionize the beauty industry.

The announcement took place at VivaTech 2026, marking a significant milestone in the partnership that encompasses a wide range of initiatives spanning consumer-centric shopping tools, product exploration, advertising experiments, research endeavors, and internal content generation.

According to OpenAI’s 2026 report, ChatGPT boasts an impressive user base, with over 900 million weekly active users and more than 50 million subscribers.

Maybelline’s Virtual Try-On Arrives on ChatGPT

Maybelline’s innovative Makeup Virtual Try-On feature will now be seamlessly integrated within ChatGPT, allowing users to experiment with various makeup styles through a conversational interface powered by L’Oréal’s ModiFace technology.

ModiFace, L’Oréal’s AI-driven beauty technology arm, was acquired in 2018 to enhance the company’s digital beauty services, enabling virtual makeup trials, hair color simulations, and augmented reality shopping experiences.

In its 2025 Annual Report, L’Oréal highlighted that its Beauty Tech services had garnered over 120 million interactions across 66 countries and 31 brands by the close of 2025.

Enhancing Product Discovery and Advertising

L’Oréal is set to collaborate with OpenAI to optimize the visibility of its products within ChatGPT in the US market, with a specific focus on brands like Lancôme and Kérastase.

The company emphasized the importance of product discovery, noting that e-commerce witnessed substantial growth in 2025, accounting for over 30% of sales. Additionally, several L’Oréal brands will participate in OpenAI’s global ChatGPT advertising pilot, including SkinCeuticals, CeraVe, and Garnier, targeting AI-assisted consumer interactions.

Describing the pilot as centered on AI-native advertising during consumer intent-driven moments, L’Oréal refrained from divulging specific details on the operational aspects of ad placements within ChatGPT.

Harnessing AI for Research and Formulation

The collaboration extends to L’Oréal’s research initiatives, as the company leverages GPT-Rosalind, OpenAI’s life sciences reasoning model, to map the skin microbiome, particularly focusing on La Roche-Posay.

GPT-Rosalind, designed for life sciences research tasks, aids in evidence synthesis and experimental planning. L’Oréal’s application of the model to skin microbiome analysis aims to identify beneficial bacteria that could support the development of innovative skincare products.

The 2025 Annual Report also highlighted L’Oréal’s use of AI in formulation science, collaborating with IBM to create a Formulation Foundation Model for beauty products.

Furthermore, L’Oréal’s partnership with NVIDIA covers AI advancements in areas like 3D product rendering and predictive formulation science.

Empowering Internal AI Capabilities

The latest OpenAI model will be integrated into CreAItech, L’Oréal’s generative AI content platform, enabling the creation of images and videos aligned with the visual identity of L’Oréal’s brands.

CreAItech serves as a valuable resource for L’Oréal teams engaged in beauty content creation, with OpenAI’s model facilitating image and video generation.

Asmita Dubey, L’Oréal’s chief digital and marketing officer, emphasized the company’s commitment to utilizing AI to benefit both consumers and employees, particularly in marketing and research endeavors.

Emmanuel Marill, OpenAI’s managing director for EMEA, underlined the breadth of the collaboration, spanning research, employee tools, and consumer-centric services.

This collaboration forms an integral part of L’Oréal’s comprehensive AI program, encompassing consumer tools, marketing strategies, and research initiatives. Notably, 73,000 employees have received training in generative AI, and internal tools like L’OréalGPT and personal AI companions have been introduced.

The announcement coincides with L’Oréal’s milestone 10th year participation at VivaTech.

(Photo by Helio E. López Vega)

Also Read: Microsoft sells OpenAI models in China. OpenAI and Anthropic won’t.

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