L’Oréal has announced a collaboration with OpenAI that will bring Maybelline New York’s virtual makeup try-on feature into ChatGPT. The announcement was made at VivaTech 2026, marking a major step in merging beauty shopping with conversational AI.
Maybelline Virtual Try-On Comes to ChatGPT
Maybelline’s Makeup Virtual Try-On will be available directly within ChatGPT. The feature uses L’Oréal’s ModiFace technology, which allows users to test makeup looks digitally through a conversational interface. This means users can ask ChatGPT for beauty advice and instantly see how different makeup products look on their own face without leaving the chat.
According to artificialintelligence-news.com, the partnership covers consumer-facing shopping tools, product discovery, advertising pilots, research, and internal content production. L’Oréal will also use AI internally for research, formulation, content production, and employee tools.
What the Partnership Includes
The collaboration goes beyond just the virtual try-on feature. L’Oréal and OpenAI are working together on several fronts. This includes advertising pilots where brands like SkinCeuticals, CeraVe, and Garnier will test ChatGPT-based ad formats. The partnership also covers product discovery — meaning ChatGPT can recommend L’Oréal products based on user preferences and needs.
As reported by bestmediainfo.com, Maybelline will bring Makeup Virtual Try-On to ChatGPT using L’Oréal’s ModiFace technology, while SkinCeuticals, CeraVe, and Garnier join a global ChatGPT ad pilot.
Why This Matters for Beauty Shopping
This move puts beauty shopping directly into a platform that already has massive reach. OpenAI said in 2026 that ChatGPT had more than 900 million weekly active users and more than 50 million subscribers. By embedding the try-on tool into ChatGPT, L’Oréal is making it possible for millions of users to discover and test products without visiting a store or a brand website.
According to L’Oréal Finance, the partnership was announced on June 17, 2026, in Clichy, France. L’Oréal, the world’s leading beauty company, and OpenAI are joining forces for transformation in beauty with AI.
Our Take: A Smart Move for Conversational Commerce
In our view, this partnership makes a lot of sense. ChatGPT is already a place where people ask for recommendations — from recipes to travel tips. Adding beauty try-on tools turns that advice into action. Instead of telling a user “try this lipstick,” ChatGPT can now show them how it looks. That is a powerful shift.
But there are questions too. Privacy will be a concern — users will need to share facial images for the try-on to work. L’Oréal and OpenAI will need to be transparent about how that data is handled. Also, the ad pilot means users may start seeing brand promotions inside ChatGPT conversations. That could change how people feel about the platform.
Still, this is a clear sign that AI chatbots are moving beyond text. They are becoming shopping assistants, product testers, and brand ambassadors all in one. For L’Oréal, it is a way to meet customers where they already spend time — inside a chat window.
Sources & References
- artificialintelligence-news.com — L'Oréal Maybelline virtual try-on ChatGPT
- L’Oréal Finance — L'Oréal and OpenAI join forces for transformation in beauty with AI
- bestmediainfo.com — L’Oréal takes beauty shopping to ChatGPT
