Maybelline New York will offer Makeup Virtual Try-On directly through ChatGPT, leveraging ModiFace for real-time makeup discovery and trials inside AI-assisted conversations.

Using GPT-Rosalind, OpenAI’s life sciences reasoning model, L’Oréal will map the skin microbiome at scale to identify beneficial bacteria and accelerate the development of next-generation skincare, starting with La Roche-Posay.

L’Oréal and OpenAI unveiled a collaboration at VivaTech 2026 to bring AI-powered experiences across consumer journeys and internal métiers, with OpenAI serving as a foundational partner in L’Oréal’s Transformative AI roadmap.

L’Oréal plans to strengthen product discovery within ChatGPT in the United States for brands including Lancôme, with SkinCeuticals, CeraVe, and Garnier participating in a global ChatGPT advertising pilot tied to consumer intent and commerce.

OpenAI’s latest model will power CreAItech, L’Oréal’s in-house GenAI beauty content platform, enabling imagery and video generation tied to brand heritage to augment human creativity.

Emmanuel Marill of OpenAI described the collaboration as a融合 of science, creativity, and technology to shape the future of beauty.

Asmita Dubey of L’Oréal stressed that the collaboration aims to augment beauty consumers, internal métiers like Marketing and Research, and employees through AI-driven solutions.

The collaboration centers on three priorities: personalized AI-powered consumer tools, smarter and more creative workflows for teams at scale, and building AI capability across L’Oréal, which has 73,000 employees trained in generative AI and equipped with internal tools like L’OréalGPT and personal AI companions.