Key Takeaways:

• L’Oréal brings virtual beauty experiences directly into ChatGPT.
• AI partnership accelerates skincare research, content creation, and commerce.
• Beauty giants increasingly embed AI across consumer and business operations.

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...