L’Oréal Partners with OpenAI to Launch Maybelline Virtual Try-On in ChatGPT
# L’Oréal Integrates Maybelline Virtual Try-On with ChatGPT
L’Oréal has announced a strategic collaboration with OpenAI to incorporate Maybelline New York’s virtual makeup try-on feature within ChatGPT. This partnership was revealed during the VivaTech event in 2026.
The agreement encompasses various consumer-focused tools for shopping, product discovery, advertising trials, research, and internal content creation. Additionally, it includes L’Oréal’s internal applications of AI in research, formulation, content production, and tools for employees.
As of 2026, OpenAI reported that ChatGPT boasts over 900 million weekly active users and more than 50 million subscribers.
Maybelline's Virtual Try-On feature will be available directly within the ChatGPT platform. This tool leverages L’Oréal’s ModiFace technology, enabling users to digitally experiment with makeup looks through an interactive conversation interface.
ModiFace is L’Oréal’s augmented reality and AI beauty technology division, which the company acquired in 2018. This acquisition aimed to enhance its digital beauty services, such as virtual makeup, hair color trials, and augmented reality shopping experiences.
According to L’Oréal’s 2025 Annual Report, the company’s Beauty Tech services had over 120 million uses across 66 countries and 31 brands by the end of that year.
L’Oréal will collaborate with OpenAI to refine how its products are presented in ChatGPT for U.S. consumers. The company plans to enhance visibility for its brands, including Lancôme and Kérastase.
The integration will also focus on improving product discovery. L’Oréal noted that e-commerce saw double-digit growth in 2025, surpassing 30% of total sales. Several L’Oréal brands, such as SkinCeuticals, CeraVe, and Garnier, are part of OpenAI’s global ChatGPT advertising pilot. This program centres on AI-driven advertisement placements during key consumer interactions.
L’Oréal described the advertising pilot as focusing on AI-native ads designed for critical shopping moments, but specifics on ad display within ChatGPT have not been disclosed.
The partnership extends to L’Oréal’s research initiatives. The company is employing GPT-Rosalind, OpenAI’s life sciences reasoning model, to analyze the skin microbiome. OpenAI introduced GPT-Rosalind for tasks in life sciences, such as experimental planning and evidence synthesis. L’Oréal is now applying this model to skin microbiome research, starting with products from La Roche-Posay; this research aims to identify beneficial bacteria for developing new skincare solutions.
Additionally, L’Oréal's 2025 Annual Report highlights its ongoing efforts in formulation science. In collaboration with IBM, L’Oréal Research & Innovation is forming a foundational model for beauty formulations. The company is also working with NVIDIA on further AI development and strategies, which include 3D product rendering and predictive formulation science.
OpenAI’s latest model will be utilized in CreAItech, L’Oréal’s internal generative AI content platform aimed at producing images and videos that reflect the identity and history of L’Oréal’s brands.
CreAItech assists L’Oréal teams in creating beauty content. With OpenAI’s model, image and video generation capabilities will be expanded.
Asmita Dubey, L’Oréal’s chief digital and marketing officer, emphasized the company’s intention to leverage AI for both consumer and employee support, noting its applications across marketing and research.
Emmanuel Marill, OpenAI’s managing director for EMEA, stated that the collaboration involves tools for research and employee support, alongside consumer-facing applications.
This partnership is part of L’Oréal’s broader AI initiative, which incorporates tools for consumers and internal functions across marketing and research. The company has trained 73,000 employees in generative AI and has introduced internal tools like L’OréalGPT and personal AI companions.
This announcement also marks L’Oréal's tenth year at the VivaTech event.
