L'Oréal has announced a significant partnership with OpenAI, a technology company known for its artificial intelligence capabilities. The collaboration will see the integration of Maybelline New York's virtual makeup try-on feature into ChatGPT, a conversational AI platform developed by Microsoft.
The announcement was made at VivaTech 2026, a major event in the tech industry that focuses on innovation and disruption. L'Oréal's partnership with OpenAI covers consumer-facing shopping tools, product discovery, advertising pilots, research, and internal content production. This means that users of ChatGPT can now try out virtual makeup looks using Maybelline New York products without having to physically purchase them.
The integration of the two platforms is expected to enhance L'Oréal's digital presence in the beauty industry, particularly among younger consumers who are increasingly turning to technology for their beauty needs. The partnership also marks a significant milestone in the development of virtual try-on technologies, which have been gaining traction in recent years.