L’Oréal brings Maybelline virtual try-on to ChatGPT
Summary
L'Oréal announced a significant collaboration with OpenAI at VivaTech 2026, integrating Maybelline New York's virtual makeup try-on feature into ChatGPT. This partnership extends beyond consumer-facing tools, encompassing product discovery for brands like Lancôme and Kérastase, and participation in OpenAI's global ChatGPT advertising pilot with brands such as SkinCeuticals and CeraVe. Internally, L'Oréal applies OpenAI's GPT-Rosalind for skin microbiome research, starting with La Roche-Posay, and developing a Formulation Foundation Model with IBM. The collaboration also enhances CreAItech, L'Oréal's generative AI content platform, for image and video creation. By the end of 2025, L'Oréal's ModiFace technology, acquired in 2018, had over 120 million uses across 66 countries and 31 brands, while ChatGPT reported over 900 million weekly active users and 50 million subscribers in 2026. L'Oréal has also trained 73,000 employees in generative AI.
Key takeaway
For AI Product Managers or Marketing Professionals evaluating new customer engagement channels, L'Oréal's integration of virtual try-on and AI-native advertising within ChatGPT demonstrates a significant shift towards conversational commerce. You should consider how large language models can host interactive product experiences and targeted ads, moving beyond traditional e-commerce interfaces. Explore piloting similar AI-assisted consumer interactions to capture intent and drive sales, utilizing the growing user base of platforms like ChatGPT.
Key insights
L'Oréal is deeply integrating OpenAI's AI across consumer engagement, product innovation, and internal operations to drive beauty tech.
Principles
- AI enhances consumer experience and product discovery.
- Generative AI streamlines content creation.
- AI accelerates scientific research and formulation.
Method
L'Oréal integrates ModiFace virtual try-on into ChatGPT, uses GPT-Rosalind for microbiome mapping, and deploys OpenAI models for internal content generation via CreAItech.
In practice
- Explore virtual try-on for product engagement.
- Pilot AI-native advertising in conversational interfaces.
- Apply life sciences AI models for R&D.
Topics
- Virtual Try-On
- ChatGPT Integration
- AI Marketing
- Beauty Tech
- AI Research
- Generative AI Content
Best for: Executive, Product Manager, AI Product Manager, Marketing Professional, Director of AI/ML
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Editorial summary, takeaway, and curation by AIssential. Original article published by AI News.