L’Oréal brings Maybelline virtual try-on to ChatGPT

L’Oréal has introduced a collaboration with OpenAI that may carry Maybelline New York’s virtual make-up try-on function 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 comes to ChatGPT

Maybelline’s Makeup Virtual Try-On will likely be accessible instantly inside ChatGPT. The function will use L’Oréal’s ModiFace know-how, which permits customers to take a look at make-up appears digitally by a conversational interface.

ModiFace is L’Oréal’s augmented actuality and AI magnificence know-how enterprise. L’Oréal acquired the Canadian firm in 2018 to develop its digital magnificence providers throughout areas comparable to virtual make-up try-on, hair color try-on, and augmented actuality procuring.

L’Oréal’s 2025 Annual Report mentioned its Beauty Tech providers had greater than 120 million makes use of throughout 66 nations and 31 manufacturers by the top of 2025.

Product discovery and promoting

L’Oréal may also work with OpenAI to enhance how its merchandise are surfaced in ChatGPT within the United States. The firm mentioned the work will cowl manufacturers together with Lancôme and Kérastase.

L’Oréal mentioned the ChatGPT work additionally consists of product discovery. The firm mentioned e-commerce grew by double digits in 2025 and handed 30% of gross sales. Several L’Oréal manufacturers are additionally concerned in OpenAI’s international ChatGPT promoting pilot. They embrace SkinCeuticals, CeraVe, and Garnier. The programme focuses on adverts inside AI-assisted shopper interactions.

L’Oréal described the pilot as targeted on AI-native promoting at moments of shopper intent and commerce. The firm 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 firm 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 to the neighborhood of microbes that dwell on the pores and skin. L’Oréal mentioned the work is aimed toward figuring out helpful 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 Research & Innovation and IBM are creating a Formulation Foundation Model for magnificence formulation.

L’Oréal has additionally labored with NVIDIA on AI growth and deployment. The firm has mentioned the partnership covers areas together with 3D product rendering and predictive formulation science.

Internal AI instruments

OpenAI’s newest mannequin may also be utilized in CreAItech, L’Oréal’s inside generative AI content material platform. The platform is designed to create photographs 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 use AI to assist customers and workers. 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 providers.

The collaboration varieties a part of L’Oréal’s wider AI programme. The firm mentioned the programme covers shopper instruments and inside work throughout advertising and analysis. L’Oréal mentioned 73,000 workers have already been skilled in generative AI. The firm 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.

(Photo by Helio E. López Vega)

See additionally: Microsoft sells OpenAI models in China. OpenAI and Anthropic won’t.

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