L’Oréal has introduced a collaboration with OpenAI that may convey Maybelline New York’s digital 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 stated in 2026 that ChatGPT had greater than 900 million weekly energetic customers and greater than 50 million subscribers.
Maybelline try-on comes to ChatGPT
Maybelline’s Make-up Digital Strive-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 to be like digitally by way of 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 companies throughout areas comparable to digital make-up try-on, hair color try-on, and augmented actuality procuring.
L’Oréal’s 2025 Annual Report stated its Magnificence Tech companies had greater than 120 million makes use of throughout 66 nations and 31 manufacturers by the finish of 2025.
Product discovery and promoting
L’Oréal may even work with OpenAI to enhance how its merchandise are surfaced in ChatGPT in the United States. The corporate stated the work will cowl manufacturers together with Lancôme and Kérastase.
L’Oréal stated the ChatGPT work additionally contains product discovery. The corporate stated 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 international ChatGPT promoting pilot. They embody SkinCeuticals, CeraVe, and Garnier. The programme focuses on adverts inside AI-assisted client interactions.
L’Oréal described the pilot as targeted on AI-native promoting at moments of client intent and commerce. The corporate has not offered additional operational details 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 stated it is 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 stated it is making use of the mannequin to pores and skin microbiome analysis, beginning with La Roche-Posay. The pores and skin microbiome refers to the group of microbes that stay on the pores and skin. L’Oréal stated the work is aimed toward figuring out useful micro organism that may help the growth of latest 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 stated the partnership covers areas together with 3D product rendering and predictive formulation science.
Inner AI instruments
OpenAI’s newest mannequin may even be utilized in CreAItech, L’Oréal’s inside generative AI content material platform. The platform is designed to create pictures 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 help will apply to picture and video technology.
Asmita Dubey, L’Oréal’s chief digital and advertising officer, stated the firm needs to use AI to help shoppers and staff. She additionally cited its use throughout advertising and analysis.
Emmanuel Marill, OpenAI’s managing director for EMEA, stated 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 stated the programme covers client instruments and inside work throughout advertising and analysis. L’Oréal stated 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 yr at VivaTech.
(Photograph by Helio E. López Vega)
See additionally: Microsoft sells OpenAI models in China. OpenAI and Anthropic won’t.
Need to be taught extra about AI and large knowledge from trade leaders? Take a look at AI & Big Data Expo happening in Amsterdam, California, and London. The excellent occasion is a part of TechEx and is co-located with different main know-how occasions, click on here for extra information.
AI Information is powered by TechForge Media. Discover different upcoming enterprise know-how occasions and webinars here.
Disclaimer: This article is sourced from external platforms. OverBeta has not independently verified the information. Readers are advised to verify details before relying on them.
