NEW YORK — Maybelline New York has launched a Makeup Virtual Try-On experience in ChatGPT that connects AI-powered beauty discovery with retail purchasing, making it the first beauty brand to offer real-time makeup virtual try-on directly in the platform.
The experience combines Maybelline’s beauty expertise with L’Oréal’s ModiFace technology, allowing shoppers to move from conversational product recommendations to virtual try-on and retailer discovery without navigating a traditional product catalog.
Consumers can access the feature by searching for Maybelline in ChatGPT’s Apps section. Shoppers can ask for recommendations based on occasions, undertones and personal styles, then preview Maybelline products and shades using a live camera or an uploaded photo.
The integration also includes a “Where to Buy” function that directs consumers to local stores and online retail options, creating a path from AI-assisted product discovery to purchase. For Maybelline and its retail partners, the feature offers another potential digital touchpoint as generative AI increasingly becomes part of product research and discovery.
“By bringing Maybelline’s makeup expertise into ChatGPT, we’re creating an intuitive, engaging experience that empowers every consumer to experiment freely and dare to be exactly who they want to be,” said Yasmin Dastmalchi, president of Maybelline New York.
The launch follows a pilot L’Oréal unveiled at VivaTech 2026 and is part of the company’s broader effort to make its beauty expertise and services available through conversational AI environments.
The Maybelline New York Makeup Virtual Try-On experience became available on October 29.
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