Maybelline New York is expanding its virtual makeup capabilities with a cutting-edge collaboration that's being made possible through an innovative partnership between the beauty brand and OpenAI. The joint venture, announced at VivaTech 2026, aims to bring Maybelline's popular virtual try-on feature into a new generation of ChatGPT technology.
This collaboration will cover a range of consumer-facing shopping tools, product discovery, advertising pilots, research, and internal content production. L'Oréal is expected to leverage OpenAI's advanced AI capabilities to enhance the virtual makeup experience for its customers. The partnership also includes L'Oréal's internal use of AI in research, formulation, content production, and more.
The move marks a significant step forward for Maybelline, which has been at the forefront of digital innovation within the beauty industry. By integrating OpenAI's cutting-edge technology into its virtual try-on feature, L'Oréal aims to provide customers with an even more immersive and interactive experience. The partnership is seen as a major boost for Maybelline's efforts to stay ahead of the curve in terms of technological advancements.