L'Oréal has teamed up with ChatGPT-maker OpenAI as the French beauty giant reinforces its artificial intelligence (AI) capabilities.
L'Oréal announced the “landmark collaboration” at annual technology and start-up event, VivaTech 2026, and called it a “defining moment in beauty's transformation in the age of AI”.
OpenAI’s technology will be utilised in two ways, the first being AI-powered consumer journeys and AI-native commerce.
Maybelline New York will offer its Makeup Virtual Try-On tool directly to ChatGPT, powered by L’Oréal’s ModiFace technology, allowing consumers to discover and try make-up looks in real time.
L'Oréal will also work with OpenAI to strengthen product discovery within ChatGPT in the US with enhanced signals for its brands from Lancôme to Kérastase.
“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”, said Asmita Dubey, Chief Digital and Marketing Officer at L’Oréal.
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“Our collaboration with OpenAI structurally supports this ambition to bring new solutions within [the] beauty vertical.”
The second is AI-powered métiers [or professions], supporting L'Oréal roles within research and science to marketing.
Using GPT-Rosalind, OpenAI’s life sciences reasoning model, L'Oréal claimed it is mapping the skin microbiome and identifying beneficial bacteria to accelerate the development of the next generation skin care, starting with brand La Roche-Posay.
OpenAI’s latest model will also power CreAItech, L'Oréal's in-house GenAI beauty content platform, capable of creating imagery and videos for marketing campaigns.
Emmanuel Marill, MD for EMEA at OpenAI, added: “L’Oréal has long combined science, creativity and technology to shape the future of beauty.
“We are 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."
The collaboration forms part of L'Oréal's wider presence at VivaTech 2026, where the group is marketing its tenth anniversary at the event.
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