L'Oréal has announced a partnership with OpenAI that will bring the company's virtual makeup try-on feature into its chat platform. The collaboration was made official at VivaTech 2026, a technology conference that brings together industry leaders to discuss the latest innovations in artificial intelligence and digital transformation.
The partnership covers a range of areas, including consumer-facing shopping tools, product discovery, advertising pilots, research, and internal content production. L'Oréal plans to use ChatGPT's virtual makeup try-on feature to enhance its online shopping experience for consumers. The platform will also provide users with real-time product suggestions based on their preferences.
The virtual makeup try-on feature is part of a broader effort by L'Oréal to leverage AI and machine learning in research, formulation, content production, and more. By integrating ChatGPT's capabilities into its business operations, the company aims to stay ahead of the curve in the rapidly evolving beauty industry.