CLICHY, France – L’Oréal and OpenAI have announced a strategic partnership that will bring new AI-powered shopping and beauty discovery experiences to consumers while accelerating innovation across the beauty giant’s business.
Unveiled at VivaTech 2026, the collaboration includes plans for Maybelline New York to bring virtual makeup try-on directly to ChatGPT through L’Oréal’s ModiFace technology, allowing shoppers to discover and test makeup looks through AI-powered conversations. L’Oréal will also work with OpenAI to enhance product discovery in ChatGPT for brands including Lancôme and Kérastase in the U.S.
The companies are also expanding AI-driven commerce opportunities. SkinCeuticals, CeraVe and Garnier are participating in a global ChatGPT advertising pilot designed to reach consumers at moments of purchase intent.
“At L’Oréal, we believe we can be more demanding of AI to augment our beauty consumers, our metiers such as Marketing and Research and our employees,” said Asmita Dubey. “Our collaboration with OpenAI structurally supports this ambition to bring new solutions within beauty vertical.”
Beyond commerce, the partnership will support product innovation and content creation. L’Oréal will use OpenAI’s GPT-Rosalind life sciences reasoning model to map the skin microbiome and identify beneficial bacteria for future skincare development, while OpenAI’s latest model will power CreAItech, L’Oréal’s in-house generative AI platform for creating brand-aligned imagery and video.
“L’Oréal has long combined science, creativity and technology to shape the future of beauty,” said Emmanuel Marill. “We’re excited to be working with their teams to support that next chapter, from accelerating research and innovation to helping employees work in new ways and creating more useful, intuitive experiences for consumers.”
While other beauty companies, including Estée Lauder, Shiseido and Coty, have invested in AI-powered product recommendations, virtual try-on tools and marketing applications, L’Oréal’s partnership with OpenAI stands out for its breadth. The collaboration spans consumer shopping experiences, AI-native advertising, scientific research and enterprise-wide deployment.
The move further strengthens L’Oréal’s position as one of the beauty industry’s most aggressive adopters of artificial intelligence. Beyond consumer-facing initiatives, the company is using OpenAI’s GPT-Rosalind model to accelerate skincare research, underscoring the growing role of generative AI in product development and retail commerce.
The announcement is part of L’Oréal’s broader Transformative AI strategy, which includes AI-powered consumer tools, workforce enablement and enterprise-wide AI adoption. The company said 73,000 employees have already been trained in generative AI and use internal tools such as L’OréalGPT and personal AI assistants.
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