L’Oréal has announced a new partnership with OpenAI that will bring Maybelline New York’s virtual makeup try-on experience directly into ChatGPT.
The feature uses L’Oréal’s ModiFace augmented reality technology, allowing users to test different makeup looks through a conversational AI experience without leaving ChatGPT.
The collaboration goes beyond beauty shopping. L’Oréal and OpenAI will also work together on AI-powered product discovery, advertising experiences, scientific research, and content creation tools.
According to L’Oréal, the company is also using advanced OpenAI models to support skincare research and develop new beauty products. The partnership will additionally enhance L’Oréal’s internal AI platforms used for marketing and creative content production.
The announcement was made during VivaTech 2026 and highlights how AI is becoming a bigger part of the online shopping experience. As ChatGPT continues to expand its commerce capabilities, brands are looking for new ways to connect with consumers through conversational interfaces.
L’Oréal says the integration is part of its broader Beauty Tech strategy, which combines artificial intelligence, augmented reality, and personalization to improve customer experiences.
Why it matters:
The partnership signals a growing trend where AI assistants are becoming shopping companions, helping users discover, try, and purchase products directly through conversational platforms.
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