Glam Tech: L'Oréal Unleashes Maybelline Virtual Try-On on ChatGPT

L'Oréal, the global beauty giant, has announced a landmark collaboration with OpenAI, set to integrate advanced artificial intelligence capabilities across its operations, from consumer-facing tools to internal research and content production. The partnership was unveiled at VivaTech 2026, marking L'Oréal's tenth consecutive year at the technology event. This expansive collaboration leverages OpenAI's cutting-edge AI models to enhance various facets of L'Oréal's business, reinforcing its commitment to beauty technology. OpenAI, as reported in 2026, boasts a substantial user base for ChatGPT, with over 900 million weekly active users and more than 50 million subscribers.

A cornerstone of this collaboration is the integration of Maybelline New York’s virtual makeup try-on feature directly into ChatGPT. This innovative tool will utilize L'Oréal’s proprietary ModiFace technology, allowing users to digitally test makeup looks through a seamless conversational interface. ModiFace, an augmented reality and AI beauty technology business, was acquired by L'Oréal in 2018 to bolster its digital beauty services, which include virtual try-on for makeup and hair color, as well as augmented reality shopping experiences. L'Oréal's 2025 Annual Report highlighted the widespread adoption of its Beauty Tech services, recording over 120 million uses across 66 countries and 31 brands by the end of that year.

Beyond consumer engagement, the partnership aims to significantly improve product discovery and advertising strategies. L'Oréal will work alongside OpenAI to optimize how its products, including those from prestigious brands like Lancôme and Kérastase, are surfaced within ChatGPT in the United States. This initiative aligns with L'Oréal's strong e-commerce performance, which saw double-digit growth in 2025 and accounted for over 30% of its total sales. Additionally, several L'Oréal brands, such as SkinCeuticals, CeraVe, and Garnier, are participating in OpenAI’s global ChatGPT advertising pilot. This program focuses on AI-native advertising within AI-assisted consumer interactions, aiming to place ads strategically at moments of consumer intent and commerce, though specific operational details regarding ad placements within ChatGPT are yet to be disclosed.

The collaboration also extends into the critical domain of research and formulation science. L'Oréal is deploying GPT-Rosalind, OpenAI’s specialized life sciences reasoning model, to delve into the complexities of the skin microbiome. This pioneering research, initially focused on La Roche-Posay products, aims to map the community of microbes residing on the skin to identify beneficial bacteria. The ultimate goal is to leverage these discoveries for the development of innovative new skincare products. Furthermore, L'Oréal Research & Innovation is collaborating with IBM to develop a Formulation Foundation Model specifically for beauty formulation, as noted in the 2025 Annual Report. The company has also partnered with NVIDIA, utilizing AI for areas such as 3D product rendering and predictive formulation science, demonstrating a multi-faceted approach to AI-driven innovation in product development.

Internally, L'Oréal is leveraging OpenAI’s latest models to enhance its generative AI content platform, CreAItech. This platform empowers L'Oréal teams to create images and videos that consistently reflect the visual identity and rich history of its diverse portfolio of brands, streamlining beauty content creation. This forms part of L'Oréal's broader AI program, which emphasizes empowering its workforce. The company has already trained an impressive 73,000 employees in generative AI and has introduced internal tools such as L'OréalGPT and personalized AI companions to foster an AI-first culture.

Asmita Dubey, L'Oréal’s chief digital and marketing officer, articulated the company's vision, emphasizing the use of AI to support both consumers and employees across marketing and research functions. Emmanuel Marill, OpenAI’s managing director for EMEA, echoed this sentiment, highlighting the comprehensive nature of the collaboration, encompassing research, employee tools, and consumer-facing services. This strategic alliance underscores L'Oréal's ongoing transformation into a Beauty Tech powerhouse, utilizing AI as a fundamental driver for innovation and growth across its entire ecosystem.