L’Oréal has introduced a collaboration with OpenAI that can deliver Maybelline New York’s digital make-up try-on characteristic into ChatGPT.
The announcement was made at VivaTech 2026. The partnership covers consumer-facing procuring instruments, product discovery, promoting pilots, analysis, and inside content material manufacturing. The collaboration additionally covers L’Oréal’s inside use of AI in analysis, formulation, content material manufacturing, and worker instruments.
OpenAI mentioned in 2026 that ChatGPT had greater than 900 million weekly lively customers and greater than 50 million subscribers.
Maybelline try-on involves ChatGPT
Maybelline’s Make-up Digital Strive-On will probably be obtainable immediately inside ChatGPT. The characteristic will use L’Oréal’s ModiFace expertise, which permits customers to check make-up seems digitally via a conversational interface.
ModiFace is L’Oréal’s augmented actuality and AI magnificence expertise enterprise. L’Oréal acquired the Canadian firm in 2018 to broaden its digital magnificence companies throughout areas resembling digital make-up try-on, hair color try-on, and augmented actuality procuring.
L’Oréal’s 2025 Annual Report mentioned its Magnificence Tech companies had greater than 120 million makes use of throughout 66 international locations and 31 manufacturers by the tip of 2025.
Product discovery and promoting
L’Oréal can even work with OpenAI to enhance how its merchandise are surfaced in ChatGPT in the USA. The corporate mentioned the work will cowl manufacturers together with Lancôme and Kérastase.
L’Oréal mentioned the ChatGPT work additionally consists of product discovery. The corporate mentioned e-commerce grew by double digits in 2025 and handed 30% of gross sales. A number of L’Oréal manufacturers are additionally concerned in OpenAI’s world ChatGPT promoting pilot. They embrace SkinCeuticals, CeraVe, and Garnier. The programme focuses on advertisements inside AI-assisted shopper interactions.
L’Oréal described the pilot as targeted on AI-native promoting at moments of shopper intent and commerce. The corporate has not offered additional operational particulars on how the advert placements will seem inside ChatGPT.
AI use in analysis and formulation
The partnership additionally extends to L’Oréal’s analysis work. The corporate mentioned it’s utilizing GPT-Rosalind, OpenAI’s life sciences reasoning mannequin, to map the pores and skin microbiome.
OpenAI launched GPT-Rosalind as a mannequin for all times sciences analysis duties, together with proof synthesis and experimental planning. L’Oréal mentioned it’s making use of the mannequin to pores and skin microbiome analysis, beginning with La Roche-Posay. The pores and skin microbiome refers back to the group of microbes that stay on the pores and skin. L’Oréal mentioned the work is geared toward figuring out useful micro organism that may assist the event of recent skincare merchandise.
L’Oréal’s 2025 Annual Report additionally cited AI work in formulation science. L’Oréal Analysis & Innovation and IBM are growing a Formulation Basis Mannequin for magnificence formulation.
L’Oréal has additionally labored with NVIDIA on AI growth and deployment. The corporate has mentioned the partnership covers areas together with 3D product rendering and predictive formulation science.
Inside AI instruments
OpenAI’s newest mannequin can even be utilized in CreAItech, L’Oréal’s inside generative AI content material platform. The platform is designed to create photos and movies whereas reflecting the visible id and historical past of L’Oréal’s manufacturers.
CreAItech is utilized by L’Oréal groups for magnificence content material creation. The OpenAI mannequin assist will apply to picture and video era.
Asmita Dubey, L’Oréal’s chief digital and advertising officer, mentioned the corporate needs to make use of AI to assist customers and staff. She additionally cited its use throughout advertising and analysis.
Emmanuel Marill, OpenAI’s managing director for EMEA, mentioned the work with L’Oréal covers analysis and worker instruments, in addition to consumer-facing companies.
The collaboration kinds a part of L’Oréal’s wider AI programme. The corporate mentioned the programme covers shopper instruments and inside work throughout advertising and analysis. L’Oréal mentioned 73,000 staff have already been skilled in generative AI. The corporate has additionally launched inside instruments together with L’OréalGPT and private AI companions.
The announcement coincides with L’Oréal’s tenth 12 months at VivaTech.
(Photograph by Helio E. López Vega)
See additionally: Microsoft sells OpenAI fashions in China. OpenAI and Anthropic received’t.
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