Maybelline Virtual Try On Feature Now Available in ChatGPT by L'Oreal

L'Oréal has announced a groundbreaking collaboration with OpenAI that will integrate Maybelline New York's virtual makeup try-on feature directly into ChatGPT, marking a significant advancement in AI-powered beauty technology.

The announcement was made at VivaTech 2026. The partnership encompasses consumer-facing shopping tools, product discovery, advertising pilots, research initiatives, and internal content production capabilities. The collaboration also extends to L'Oréal's internal use of AI in research, formulation science, content production, and employee productivity tools.

OpenAI reported in 2026 that ChatGPT had achieved more than 900 million weekly active users and over 50 million subscribers, providing L'Oréal with unprecedented access to a massive global audience.

🎨 Maybelline Virtual Try-On Integration in ChatGPT

Maybelline's Makeup Virtual Try-On will be available directly within the ChatGPT interface. The innovative feature utilizes L'Oréal's ModiFace technology, which allows users to test makeup looks digitally through a conversational interface, creating a seamless and interactive beauty experience.

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 simulation, and augmented reality shopping experiences.

According to L'Oréal's 2025 Annual Report, its Beauty Tech services recorded more than 120 million uses across 66 countries and 31 brands by the end of 2025, demonstrating significant market penetration and consumer engagement.

🛍️ Enhanced Product Discovery and AI-Native Advertising

L'Oréal will collaborate with OpenAI to optimize how its products are surfaced and recommended within ChatGPT in the United States. The initiative will cover premium brands including Lancôme and Kérastase, improving product visibility and discovery through AI-powered recommendations.

The partnership encompasses advanced product discovery capabilities. L'Oréal reported that e-commerce grew by double digits in 2025 and surpassed 30% of total sales, highlighting the company's digital transformation success.

Several L'Oréal brands are participating in OpenAI's global ChatGPT advertising pilot program. Participating brands include SkinCeuticals, CeraVe, and Garnier. The program focuses on delivering advertisements within AI-assisted consumer interactions at critical decision-making moments.

L'Oréal described the pilot as focused on AI-native advertising at moments of consumer intent and commerce, representing a new frontier in digital marketing strategy.

🔬 AI-Powered Research and Formulation Innovation

The partnership extends significantly into L'Oréal's research and development operations. The company is utilizing GPT-Rosalind, OpenAI's specialized life sciences reasoning model, to map and analyze the skin microbiome with unprecedented precision.

OpenAI launched GPT-Rosalind as a specialized model for life sciences research tasks, including evidence synthesis, experimental planning, and biological data analysis. L'Oréal is applying the model to skin microbiome research, starting with its La Roche-Posay brand.

💡 Key Research Focus: The skin microbiome refers to the community of microorganisms that live on the skin. L'Oréal's research aims to identify beneficial bacteria that can support the development of innovative skincare products with enhanced efficacy.

L'Oréal's 2025 Annual Report also highlighted AI applications in formulation science. L'Oréal Research & Innovation and IBM are collaboratively developing a Formulation Foundation Model specifically designed for beauty product formulation, leveraging advanced machine learning algorithms.

L'Oréal has also established a strategic partnership with NVIDIA on AI development and deployment. The collaboration covers critical areas including 3D product rendering, predictive formulation science, and computational beauty research.

⚙️ Internal AI Tools and Employee Empowerment

OpenAI's latest model will be integrated into CreAItech, L'Oréal's internal generative AI content platform. The platform is designed to create high-quality images and videos while maintaining consistency with the visual identity and heritage of L'Oréal's diverse brand portfolio.

CreAItech is actively used by L'Oréal teams worldwide for beauty content creation across marketing channels. The OpenAI model integration will enhance capabilities in both image and video generation, enabling faster and more creative content production.

Asmita Dubey, L'Oréal's Chief Digital and Marketing Officer, stated that the company is committed to leveraging AI to support both consumers and employees. She emphasized its applications across marketing operations, research initiatives, and customer engagement.

Emmanuel Marill, OpenAI's Managing Director for EMEA, confirmed that the collaboration with L'Oréal encompasses research capabilities, employee productivity tools, as well as consumer-facing services, representing a comprehensive AI integration strategy.

📊 Impressive Scale: L'Oréal reported that 73,000 employees have already been trained in generative AI technologies. The company has also introduced internal tools including L'OréalGPT and personal AI companions to enhance workforce productivity.

This collaboration forms a central component of L'Oréal's comprehensive AI program. The initiative covers consumer-facing tools and internal operations across marketing, research, formulation science, and employee enablement.

The announcement coincides with L'Oréal's 10th year at VivaTech, the leading technology conference, underscoring the company's long-standing commitment to digital innovation and technological advancement in the beauty industry.

(Photo by Helio E. López Vega)