L’Oréal and OpenAI Revolutionize Beauty Experience with Virtual Makeup Try-On in ChatGPT
The beauty world has just received a significant AI upgrade. L’Oréal, the world’s leading beauty company, and OpenAI, the creator of ChatGPT, announced a groundbreaking partnership on June 17, 2026, at VivaTech 2026 in Paris. This collaboration has enormous implications for how we shop, discover, and experience beauty.
At the core of this deal, Maybelline New York will integrate its Makeup Virtual Try-On tool, powered by L’Oréal’s proprietary ModiFace technology, directly into ChatGPT. This integration will allow users to test makeup looks in real time without ever leaving the conversation. It is the first time a major beauty brand has embedded a virtual try-on experience within a conversational AI platform.
However, the partnership extends far beyond consumer-facing glamour. Using GPT-Rosalind, OpenAI’s purpose-built life sciences reasoning model, L’Oréal is now mapping the human skin microbiome at an unprecedented scale. This mapping is identifying beneficial bacteria to accelerate the next generation of natural skincare, starting with the brand La Roche-Posay. Simultaneously, brands SkinCeuticals, CeraVe, and Garnier have joined a global ChatGPT advertising pilot to reach shoppers at moments of purchase intent.
“At L’Oréal, we believe we can be more demanding of AI to augment our beauty consumers, our métiers such as marketing and research, and our employees,” said Asmita Dubey, L’Oréal’s Chief Digital and Marketing Officer.
This collaboration establishes OpenAI as a foundational partner in L’Oréal’s Transformative AI roadmap. This strategy is built around personalized consumer experiences, smarter internal operations, and accelerated research. With 73,000 L’Oréal employees already trained in generative AI, the future of beauty is unmistakably intelligent.
Source: L’Oréal Finance – Official Press Release, June 17, 2026