L'Oréal has announced a partnership with OpenAI that will bring the virtual makeup try-on feature from Maybelline New York into its own chatbot platform. The collaboration, which is set to begin at VivaTech 2026, aims to provide consumers with an immersive and interactive way to experience different makeup looks without having to physically visit stores or browse product catalogs.
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 utilize the virtual try-on feature in its own chatbot platform, allowing users to see how different makeup looks would look on them without having to physically apply products.
The collaboration also has implications for L'Oréal's internal use of AI, as it will allow the company to gather data and insights from user interactions with the virtual try-on feature. The partnership is seen as a major step forward in the development of consumer-facing chatbots, which have been gaining popularity in recent years.