L'Oréal and OpenAI have announced a collaboration that will bring Maybelline New York's virtual makeup try-on feature into the popular chatbot platform, ChatGPT. The partnership was made public at VivaTech 2026, an industry conference for technology and innovation.
According to the announcement, L'Oréal is integrating its virtual makeup try-on capabilities with Maybelline's existing products and services. This means that consumers will be able to use chatbots like ChatGPT to virtually try out different makeup looks on themselves before making a purchase. The collaboration also covers consumer-facing shopping tools, product discovery, advertising pilots, research, and internal content production.
The partnership is expected to have significant implications for the beauty industry, which has seen a surge in virtual try-on capabilities with the rise of social media platforms like Instagram and TikTok. L'Oréal's integration of virtual makeup try-on into ChatGPT could help the company stay ahead of the competition and provide consumers with more innovative shopping experiences.