L’Oréal brings Maybelline virtual try-on to ChatGPT
L’Oréal has announced a collaboration with OpenAI that will bring Maybelline New York’s virtual makeup try-on feature into ChatGPT. The announcement was made at VivaTech 2026. The partnership covers consumer-facing shopping tools, product discovery, advertising pilots, research, and internal content production. The collaboration also covers L’Oréal’s internal use of AI in research, formulation, content production, […] The post L’Oréal brings Maybelline virtual try-on to ChatGPT appeared first on
L’Oréal has announced a collaboration with OpenAI that will bring Maybelline New York’s virtual makeup try-on feature into ChatGPT. The announcement was made at VivaTech 2026. The partnership covers consumer-facing shopping tools, product discovery, advertising pilots, research, and internal content production. The collaboration also covers L’Oréal’s internal use of AI in research, formulation, content production, and employee tools. OpenAI said in 2026 that ChatGPT had more than 900 million weekly active users and more than 50 million subscribers. Maybelline try-on comes to ChatGPT Maybelline’s Makeup Virtual Try-On will be available directly within ChatGPT. The feature will use L’Oréal’s ModiFace technology, which allows users to test makeup looks digitally through a conversational interface. ModiFace is L’Oréal’s augmented reality and AI beauty technology business. L’Oréal acquired the Canadian company in 2018 to expand its digital beauty services across areas such as virtual makeup try-on, hair colour try-on, and augmented reality shopping. L’Oréal’s 2025 Annual Report said its Beauty Tech services had more than 120 million uses across 66 countries and 31 brands by the end of 2025. Product discovery and advertising L’Oréal will also work with OpenAI to improve how its products are surfaced in ChatGPT in the United States. The company said the work will cover brands including Lancôme and Kérastase. L’Oréal said the ChatGPT work also includes product discovery. The company said e-commerce grew by double digits in 2025 and passed 30% of sales. Several L’Oréal brands are also involved in OpenAI’s global ChatGPT advertising pilot. They include SkinCeuticals, CeraVe, and Garnier. The programme focuses on ads within AI-assisted consumer interactions. L’Oréal described the pilot as focused on AI-native advertising at moments of consumer intent and commerce. The company has not provided further operational details on how the ad placements will appear inside ChatGPT. AI use in research and formulation The partnership also extends to L’Oréal’s research work. The company said it is using GPT-Rosalind, OpenAI’s life sciences reasoning model, to map the skin microbiome. OpenAI launched GPT-Rosalind as a model for life sciences research tasks, including evidence synthesis and experimental planning. L’Oréal said it is applying the model to skin microbiome research, starting with La Roche-Posay. The skin microbiome refers to the community of microbes that live on the skin. L’Oréal said the work is aimed at identifying beneficial bacteria that can support the development of new skincare products. L’Oréal’s 2025 Annual Report also cited AI work in formulation science. L’Oréal Research & Innovation and IBM are developing a Formulation Foundation Model for beauty formulation. L’Oréal has also worked with NVIDIA on AI development and deployment. The company has said the partnership covers areas including 3D product rendering and predictive formulation science. Internal AI tools OpenAI’s latest model will also be used in CreAItech, L’Oréal’s internal generative AI content platform. The platform is designed to create images and videos while reflecting the visual identity and history of L’Oréal’s brands. CreAItech is used by L’Oréal teams for beauty content creation. The OpenAI model support will apply to image and video generation. Asmita Dubey, L’Oréal’s chief digital and marketing officer, said the company wants to use AI to support consumers and employees. She also cited its use across marketing and research. Emmanuel Marill, OpenAI’s managing director for EMEA, said the work with L’Oréal covers research and employee tools, as well as consumer-facing services. The collaboration forms part of L’Oréal’s wider AI programme. The company said the programme covers consumer tools and internal work across marketing and research. L’Oréal said 73,000 employees have already been trained in generative AI. The company has also introduced internal tools including L’OréalGPT and personal AI companions. The announcement coincides with L’Oréal’s 10th year at VivaTech. (Photo by Helio E. López Vega ) See also: Microsoft sells OpenAI models in China. OpenAI and Anthropic won’t. Want to learn more about AI and big data from industry leaders? Check out AI & Big Data Expo taking place in Amsterdam, California, and London. The comprehensive event is part of TechEx and is co-located with other leading technology events, click here for more information. AI News is powered by TechForge Media . Explore other upcoming enterprise technology events and webinars here . The post L’Oréal brings Maybelline virtual try-on to ChatGPT appeared first on AI News .
Key takeaways
- The partnership between L’Oréal and OpenAI highlights the importance of AI in personalized consumer experiences in Brazil.
- The use of GPT-Rosalind for skin microbiome research may inspire innovations in health and cosmetics in Brazil.
- The collaboration raises questions about privacy and data usage, which are essential for consumer acceptance.
Editorial analysis
The collaboration between L’Oréal and OpenAI to integrate Maybelline's virtual makeup technology into ChatGPT represents a significant advancement at the intersection of beauty and technology. For the Brazilian tech sector, this highlights the growing importance of artificial intelligence in personalized consumer experiences, a field that is still developing in Brazil. The adoption of AI tools to enhance user experience can drive growth for local startups looking to innovate in e-commerce and digital marketing.
Moreover, the use of the GPT-Rosalind model for skin microbiome research demonstrates how AI can be applied in scientific areas, broadening the scope of technology use beyond entertainment and commerce. This approach may inspire Brazilian companies to explore the application of AI in sectors like health and cosmetics, where personalization and research are crucial. Brazil, with its rich biodiversity and skin diversity, has great potential to develop innovative solutions in this regard.
The partnership also raises questions about consumer privacy and data usage, especially in a landscape where personalization is increasingly valued. How L’Oréal and OpenAI address these aspects could serve as a model or cautionary tale for other companies looking to implement similar solutions. What to watch for next is how this collaboration will impact digital marketing strategies and consumer acceptance, particularly in a dynamic market like Brazil, where trust is a key factor for adopting new technologies.
What this coverage includes
- Clear source attribution and link to the original publication.
- Editorial framing about relevance, impact, and likely next developments.
- Review for readability, context, and duplication before publication.
Original source:
AI NewsAbout this article
This article was curated and published by AIDaily as part of our editorial coverage of artificial intelligence developments. The content is based on the original source cited below, enriched with editorial context and analysis. Automated tools may assist with translation and initial structuring, but publication decisions, factual review, and contextual framing remain editorial responsibilities.
Learn more about our editorial process