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The future of beauty is becoming even more interactive. L’Oréal and OpenAI have announced a new partnership that aims to transform how people discover beauty products while helping the company accelerate research, innovation, and content creation using artificial intelligence.
The collaboration was unveiled during VivaTech in Paris on June 17 and focuses on two major areas: creating smarter shopping experiences for consumers and expanding AI tools across L’Oréal’s business.
Maybelline Virtual Try-On Is Coming to ChatGPT
One of the biggest announcements is that Maybelline New York will become the first L’Oréal brand to bring its Makeup Virtual Try-On experience directly to ChatGPT.
Expected to launch this summer, the feature will allow users to discover makeup looks and virtually try products through AI-powered conversations, making beauty shopping more interactive and personalized.
Rather than simply searching for products, consumers will be able to ask questions, receive recommendations, and instantly see how different makeup looks may suit them.
More L’Oréal Brands Join AI Advertising Pilot
L’Oréal is also testing new ways to connect with customers through AI. The company’s skincare brands, including SkinCeuticals, CeraVe, and Garnier, are participating in a global ChatGPT advertising pilot designed to create AI-native advertising experiences that appear when consumers are actively searching for beauty advice or products.
The initiative aims to make product discovery feel more natural and relevant during conversations.
AI Will Help Advance Skincare Research
Beyond improving the shopping experience, L’Oréal is using OpenAI’s purpose-built life sciences reasoning model, GPT-Rosalind, to support scientific research.
The company plans to use the model to study the skin microbiome for La Roche-Posay, helping researchers identify beneficial bacteria that could inspire future skincare innovations and more effective products.
AI-Powered Content Creation Across L’Oréal
OpenAI’s latest technology will also enhance CreAItech, L’Oréal’s in-house generative AI platform used to create marketing images and videos.
The company says the platform will help teams produce creative content more efficiently while supporting marketing efforts across its global portfolio of brands.
L’Oréal has already invested heavily in AI across its workforce. According to the company, more than 73,000 employees have received training in generative AI and have access to internal tools, including L’OréalGPT.
L’Oréal and OpenAI Share Their Vision
Speaking about the partnership, Asmita Dubey, Chief Digital and Marketing Officer at L’Oréal, said the company wants AI to empower consumers, employees, and teams across marketing and research.
“At L’Oréal, we believe we can be more demanding of AI to augment our beauty consumers, our métiers such as Marketing and Research and our employees. Our collaboration with OpenAI structurally supports this ambition to bring new solutions within the beauty vertical.”
Emmanuel Marill, Managing Director for EMEA at OpenAI, also highlighted the long-standing role technology has played in L’Oréal’s innovation.
“L’Oréal has long combined science, creativity and technology to shape the future of beauty. We’re excited to be working with their teams to support that next chapter, from accelerating research and innovation to helping employees work in new ways and creating more useful, intuitive experiences for consumers.”
What This Means for Beauty Lovers
As artificial intelligence continues to reshape the beauty industry, L’Oréal’s partnership with OpenAI signals a future where discovering new products could become as simple as having a conversation.
From virtually trying on lipstick inside ChatGPT to developing smarter skincare through advanced scientific research, the collaboration highlights how AI is becoming an increasingly important part of the beauty experience—for both consumers and the brands behind their favorite products.
