In today’s virtual-driven world, 47% of consumers report preferring AI-recommended beauty advice over in-person consultations. To meet this need, beauty businesses are looking for ways to integrate AI into customer experiences, with traditional in-store beauty consultations increasingly moving into virtual environments.
The latest company to explore the opportunity is Maybelline New York. The beauty business has announced the launch of its Makeup Virtual Try-On experience in ChatGPT, becoming the first beauty brand to bring real-time virtual try-on capabilities to the platform. The experience lets consumers move from beauty advice and product recommendations to virtual try-on and retailer discovery in a single conversation. The launch builds on the concept unveiled at VivaTech 2026, where L'Oréal first showcased Maybelline's Virtual Try-On experience in ChatGPT as a pilot.
Powered by L'Oréal's ModiFace augmented reality technology, the feature allows users to explore makeup looks and preview products through conversational AI. Its transition from demonstration to consumer availability marks another step in the group's broader efforts to bring its beauty expertise and services into AI-powered environments.
"We believe makeup is a powerful tool for confidence, creativity, and self-expression, and as consumers discover beauty in entirely new ways, we're constantly looking for opportunities to meet them wherever they're seeking inspiration and advice. 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, in a press release.
To access the experience, consumers can search for "Maybelline" within ChatGPT's Apps section and ask beauty-related questions to receive product recommendations based on occasions, skin undertones, and personal styles. Users can then preview Maybelline products and shades in real time using their device's live camera or by uploading a photograph. An integrated "Where to Buy" feature connects consumers with local in-store and online retailers, creating a direct pathway from product discovery and virtual experimentation to purchase.
The launch comes amid a broader push by beauty companies to build their presence across AI platforms and strengthen the infrastructure that supports personalized consumer experiences. The Estée Lauder Companies recently announced an expanded strategic partnership with Microsoft to advance its cloud infrastructure, data management, and artificial intelligence capabilities as part of a wider business transformation strategy. While these partnerships serve different functions, they point to an industry-wide investment in AI, from improving operational efficiency and product development to reshaping how consumers discover and engage with beauty products.
As AI becomes more mainstream in how consumers seek information, discover products, and make purchasing decisions, Maybelline x ChatGPT signals a broader shift in how the beauty industry responds to evolving shopping expectations.