L’Oréal is deepening its investment in artificial intelligence (AI) through a new strategic collaboration with OpenAI, marking what the beauty giant describes as a defining moment in the transformation of beauty in the AI era.
Announced at VivaTech 2026 in Paris, the partnership will focus on two key areas: AI-powered consumer experiences and AI-powered capabilities across research, science, and marketing. The collaboration forms part of L’Oréal’s broader Transformative AI roadmap, with OpenAI positioned as a foundational technology partner.
Among the most immediate consumer-facing developments, Maybelline New York will bring its virtual makeup try-on technology directly into ChatGPT. Powered by L’Oréal’s ModiFace augmented reality platform, the feature will allow users to discover the test makeup looks through conversational AI, creating a new pathway from product discovery to purchase.
L’Oréal will also work with OpenAI to improve product discovery across ChatGPT in the US, helping consumers find products from brands including Lancôme and Kérastase through enhanced recommendation signals. Additionally, SkinCeuticals, CeraVe, and Garnier will participate in OpenAI’s global ChatGPT advertising pilot, designed to place brand messaging at moments of consumer intent and commerce.
Beyond consumer engagement, the partnership extends into scientific research and product development. L’Oréal is using GPT-Rosalind, OpenAI’s life sciences reasoning model, to map the skin microbiome at an unprecedented scale. The initiative aims to identify beneficial bacteria that could accelerate the development of the next-generation skincare innovations, with La Roche-Posay among the first brands expected to benefit from the research.
The collaboration will also support CreAltech, L’Oréal’s in-house generative AI content platform. OpenAI’s latest models will help create imagery and video content informed by brand heritage, allowing creative teams to scale content productions while maintaining brand consistency.
“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, Chief Digital and Marketing Officer at L’Oréal, in the press release. “Our collaboration with OpenAI structurally supports this ambition to bring new solutions within the beauty vertical.”
For OpenAI, the partnership highlights the growing role of artificial intelligence across consumer industries beyond traditional technology applications.
“L’Oréal has long combined science, creativity, and technology to shape the future of beauty,” said Emmanuel Marill, Managing Director for EMEA at OpenAI in the press release. “We’re excited to be working with it's 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.”
The announcement comes as L’Oréal marks its tenth year participating in VivaTech, Europe’s largest technology and innovation event. It also underscores the company’s ambition to strengthen its position as a beauty technology leader.
The partnership builds on L’Oréal’s existing AI strategy, which spans personalized consumer experiences, workforce productivity, and enterprise-wide AI adoption. According to the company, more than 73,000 employees have already been trained in generative AI and have access to internal tools, including L’OréalGPT and personalized AI assistants.
As beauty companies increasingly explore AI’s role in commerce, creativity, and scientific discovery, the L’Oréal-OpenAI partnership signals how quickly artificial intelligence is moving from an experimental tool to a core business capability across the beauty value chain.