Experience Maybelline’s Virtual Try-On with L’Oréal on ChatGPT: Revolutionizing Beauty Shopping
L’Oréal has unveiled an exciting collaboration with OpenAI, merging the world of beauty with cutting-edge artificial intelligence. Through this partnership, Maybelline New York’s innovative virtual makeup try-on feature will soon be available within ChatGPT, providing beauty enthusiasts with a seamless way to explore looks from the comfort of their own space. At the heart of this announcement, made during the prestigious VivaTech 2026 event, lies a vision to enhance consumer engagement through intelligent shopping tools.
The Integration of Maybelline Try-On in ChatGPT
Imagine the thrill of trying on vibrant lip shades or experimenting with bold eyeshadows without ever leaving your home. Maybelline’s Virtual Makeup Try-On feature, powered by L’Oréal’s advanced ModiFace technology, will enable users to digitally test makeup through a conversational interface within ChatGPT.
ModiFace, a leader in augmented reality (AR) beauty solutions, was embraced by L’Oréal in 2018 to elevate the digital beauty experience. With over 120 million interactions across 66 countries by the end of 2025, it’s clear that the demand for virtual beauty solutions is soaring.
Enhancing Product Discovery and Advertising
But that’s not all. This groundbreaking partnership also aims to revolutionize how shoppers discover beauty products. L’Oréal is committed to enriching the visibility of its brands—like Lancôme and Kérastase—directly in ChatGPT. As e-commerce continues to flourish, accounting for over 30% of sales in 2025, L’Oréal is stepping up its game.
Several reputable brands, including SkinCeuticals, CeraVe, and Garnier, are set to participate in OpenAI’s advertising pilot, focusing on AI-native advertising that truly resonates with consumer intent. Although the specifics of these dynamic ad placements remain under wraps, the promise of innovative marketing strategies is undeniably exciting.
Pioneering AI for Research and Formulation
This collaboration extends far beyond consumer-facing tools. L’Oréal is leveraging GPT-Rosalind, OpenAI’s specialized life sciences reasoning model, to explore the intricacies of the skin microbiome. This groundbreaking research aims to identify beneficial bacteria that could lead to the next breakthrough skincare products, starting with La Roche-Posay.
In addition, L’Oréal is actively developing a Formulation Foundation Model in partnership with IBM, reflecting its commitment to pushing the boundaries of formulation science. Collaborating with industry leaders like NVIDIA, the company is embracing AI to redefine the future of beauty product development.
Investing in Internal AI Tools
Internally, L’Oréal is set to transform its content creation with OpenAI’s latest generative AI model in its CreAItech platform. This innovative tool is designed to produce stunning images and videos, capturing the rich visual identity of L’Oréal’s diverse brands. Asmita Dubey, L’Oréal’s Chief Digital and Marketing Officer, emphasizes that the goal is to empower both consumers and employees, enhancing marketing efforts and research.
With a staggering 73,000 employees already trained in generative AI, L’Oréal is dedicated to integrating AI across the board, from marketing strategies to internal tools like L’OréalGPT and personalized AI companions.
As L’Oréal celebrates its 10th anniversary at VivaTech, this partnership with OpenAI marks a significant leap towards a smarter and more engaging beauty industry.
Whether you’re a makeup aficionado or someone exploring beauty for the first time, the future holds endless possibilities. Stay tuned and embrace the beauty of technology—your next favorite look could be just a conversation away!
Dive into this exciting journey with us, and don’t miss out on the innovations reshaping the beauty landscape. Let’s discover the future together!
