L'Oréal and OpenAI: Maybelline Makeup Joins ChatGPT

L'Oréal and OpenAI: A Strategic Partnership

L'Oréal has recently unveiled an innovative collaboration with OpenAI, aiming to integrate Maybelline New York's virtual makeup try-on directly into ChatGPT. This announcement was made during the VivaTech 2026 event, highlighting the significance of this alliance for the future of digital retail. This partnership extends beyond makeup try-on to include shopping tools, product discovery, advertising projects, as well as research and internal content production. L'Oréal also plans to leverage artificial intelligence to enhance its internal processes, particularly in research, formulation, and employee tools.

OpenAI revealed that by 2026, ChatGPT had reached over 900 million active users each week, with more than 50 million paid subscribers. These impressive figures illustrate the vast impact of ChatGPT on the global digital market.

Maybelline Virtual Makeup Try-On in ChatGPT

The integration of Maybelline's virtual makeup try-on into ChatGPT relies on the advanced technology of ModiFace, a company specializing in augmented reality beauty and artificial intelligence, acquired by L'Oréal in 2018. This technology allows users to digitally test different makeup looks through a conversational interface, making the shopping experience more interactive and personalized.

Since its acquisition, ModiFace has enabled L'Oréal to expand its digital services, particularly in virtual makeup try-on, hair color try-on, and augmented reality shopping. According to L'Oréal's 2025 annual report, Beauty Tech services were used over 120 million times across 66 countries and for 31 brands by the end of 2025.

Enhancing Product Discovery and Advertising

L'Oréal will also partner with OpenAI to optimize the presentation of its products in ChatGPT in the United States. This initiative involves prestigious brands such as Lancôme and Kérastase. The goal is to enhance product discovery through artificial intelligence.

In 2025, L'Oréal's e-commerce experienced double-digit growth, accounting for over 30% of total sales. Several L'Oréal brands, including SkinCeuticals, CeraVe, and Garnier, are participating in OpenAI's global ChatGPT advertising pilot project. This program focuses on AI-native advertising, integrated into AI-assisted consumer interactions.

L'Oréal has described this project as being centered on advertising at the moment of intent and consumer commerce, although operational details regarding the appearance of ads in ChatGPT have not been specified.

AI Supporting Research and Formulation

The partnership with OpenAI also extends to L'Oréal's scientific research. The company is utilizing OpenAI's GPT-Rosalind model, designed for life sciences, to map the skin microbiome. This model is primarily applied to the La Roche-Posay brand.

The skin microbiome, which refers to the collection of microbes living on the skin, is at the heart of this research. L'Oréal aims to identify beneficial bacteria to develop new skincare products. The 2025 annual report from L'Oréal also mentions advancements in AI in formulation science, particularly through a collaboration with IBM to create a Formulation Foundation Model.

L'Oréal is also collaborating with NVIDIA for the development of AI in areas such as 3D product rendering and predictive formulation science.

Internal AI Tools for L'Oréal

L'Oréal is also using OpenAI's latest model in CreAItech, its internal generative AI content platform. This platform is dedicated to creating images and videos that reflect the visual identity and story of L'Oréal's brands.

CreAItech is employed by L'Oréal teams to produce beauty content. The OpenAI model supports the generation of images and videos, thereby enhancing L'Oréal's ability to innovate in marketing and research.

Asmita Dubey, L'Oréal's Chief Digital and Marketing Officer, emphasized the importance of AI in supporting both consumers and employees. Emmanuel Marill, General Manager of OpenAI for EMEA, clarified that their collaboration with L'Oréal encompasses research, employee tools, and consumer services.

This initiative is part of L'Oréal's broader AI program, which includes tools for consumers and internal work in marketing and research. L'Oréal has trained 73,000 employees in generative AI and introduced internal tools such as L’OréalGPT and personal AI companions.

The announcement of this partnership coincides with L'Oréal's 10th participation in VivaTech, marking a decade of innovations and technological collaborations.