L’Oréal deepens OpenAI partnership

As part of the partnership, Maybelline New York will introduce its Makeup Virtual Try-On technology within ChatGPT.

L’Oréal and OpenAI have announced a collaboration focused on integrating artificial intelligence across consumer experiences, research, marketing and product development, with the partnership unveiled at VivaTech 2026.

The agreement centres on two areas: AI-powered consumer journeys and AI-powered business functions. The collaboration forms part of L’Oréal’s Transformative AI roadmap, with OpenAI serving as a strategic technology partner.

AI tools to support product discovery

As part of the partnership, Maybelline New York will introduce its Makeup Virtual Try-On technology within ChatGPT. Powered by L’Oréal’s ModiFace technology, the feature is intended to allow consumers to discover and test makeup looks through conversational AI.

L’Oréal will also work with OpenAI to improve product discovery within ChatGPT in the United States, covering brands including Lancôme and Kérastase.

Brands join ChatGPT advertising pilot

SkinCeuticals, CeraVe and Garnier have joined OpenAI’s global ChatGPT advertising pilot, which is exploring advertising opportunities linked to consumer intent and commerce within AI-driven experiences.

The initiative reflects growing interest among brands in reaching consumers through conversational interfaces as AI becomes a larger part of the discovery and purchasing process.

Research and content creation applications

Beyond consumer-facing experiences, the partnership extends to research and development. Using GPT-Rosalind, OpenAI’s life sciences reasoning model, L’Oréal is mapping the skin microbiome at scale to identify beneficial bacteria and support the development of skincare products.

The work will begin with La Roche-Posay and aims to accelerate research into naturally derived skincare solutions.

Supporting marketing and innovation teams

OpenAI’s latest model will also power CreAItech, L’Oréal’s internal generative AI content platform. The system is designed to create images and videos aligned with brand guidelines while supporting creative teams.

Asmita Dubey, Chief Digital and Marketing Officer, L’Oréal: "At L’Oréal, we believe we can be more demanding of AI to augment our beauty consumers, our metiers such as Marketing and Research and our employees. Our collaboration with OpenAI structurally supports this ambition to bring new solutions within beauty vertical."

Emmanuel Marill, MD for EMEA at OpenAI: "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"

AI strategy remains a priority

The announcement forms part of L’Oréal’s presence at VivaTech 2026, where the company is marking ten years of participation in the event.

The partnership also supports L’Oréal’s broader AI strategy, which focuses on enhancing consumer experiences, increasing productivity across business functions and expanding AI capabilities throughout the organisation. According to the company, 73,000 employees have already received training in generative AI and have access to internal tools including L’OréalGPT and personal AI assistants.

www.loreal.com

www.openai.com

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