L'Oréal has announced a significant partnership with OpenAI that will see the integration of its virtual makeup try-on feature into the chat platform ChatGPT. The collaboration, which was made official at VivaTech 2026, aims to bring improved user experience and enhanced product discovery for both consumers and L'Oréal's own brand.
Through this partnership, L'Oréal is expanding its consumer-facing shopping tools with virtual try-on capabilities, allowing users to virtually see how products would look on their faces. This feature will also be available through advertising pilots and research initiatives within the company.
The integration of ChatGPT into L'Oréal's product offerings is just one part of a broader effort to leverage artificial intelligence in various aspects of its business. Researchers at OpenAI will contribute to L'Oréal's internal AI development projects, including product formulation, content creation, and more.