L'Oréal has announced a major partnership with OpenAI that will integrate its virtual makeup try-on feature into the popular chatbot platform. The collaboration covers consumer-facing shopping tools, product discovery, advertising pilots, research, and internal content production. This integration is expected to revolutionize the beauty industry by providing consumers with a more immersive and interactive experience.
The partnership aims to bring Maybelline New York's virtual makeup try-on feature into ChatGPT, making it easier for users to explore and test out different looks before making a purchase. The collaboration also involves research on consumer behavior, product formulation, content production, and internal use of AI in beauty products.
As part of the partnership, L'Oréal will also be using OpenAI's AI technology to enhance its own internal use of the platform for research and discovery purposes. This integration is expected to have a significant impact on the beauty industry, providing consumers with more innovative and interactive shopping experiences. The announcement was made at VivaTech 2026 and marks a major step forward in the development of virtual try-on technology.