L’Oréal, the world’s leading beauty company, and OpenAI, the AI research and deployment company and creator of ChatGPT, the widely used AI platform with more than 900 million weekly users, today announced at VivaTech 2026 a landmark collaboration, marking a defining moment in beauty’s transformation in the age of AI.
Structured around two priority domains: AI-powered consumer journeys towards agentic commerce and AI-powered métiers from research and science to marketing, the collaboration marks a significant step in L’Oréal’s Transformative AI roadmap, with OpenAI as a foundational partner.
AI-powered consumer journeys and AI-native commerce:
- Maybelline New York will bring Makeup Virtual Try-On directly to ChatGPT, powered by L’Oréal’s ModiFace technology, pioneering a new way for consumers to discover and try makeup looks in real time through AI-powered conversation.
- L’Oréal will work with OpenAI to strengthen L’Oréal product discovery within ChatGPT in the USA with enhanced signals, for brands from Lancôme to Kérastase.
- SkinCeuticals, CeraVe and Garnier are part of the global ChatGPT ad pilot pioneering AI-native advertising at the moment of consumer intent and commerce.
AI-powered métiers from research and science to marketing:
- Using GPT-Rosalind, OpenAI’s purpose-built life sciences reasoning model, L’Oréal is mapping the skin microbiome, home to millions of beneficial microbes, at unprecedented scale, identifying beneficial bacteria to accelerate the development of the next generation of natural, effective skincare, starting with La Roche-Posay.
- OpenAI’s latest model is also powering CreAItech, L’Oréal’s in-house GenAI beauty content platform, capable of creating imagery and video with brand heritage, augmenting human creativity.
Asmita Dubey, chief digital and marketing officer, L’Oréal Groupe: “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.”’
“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.” said Emmanuel Marill, MD for EMEA at OpenAI.
Today’s announcement is part of L’Oréal’s wider presence at VivaTech 2026, where the Groupe marks its 10th anniversary at Europe’s largest tech and innovation event, showcasing how L’Oréal is shaping the future of beauty through science, technology and creativity.
Its collaboration with OpenAI represents a milestone in L’Oréal’s broader Transformative AI roadmap, which is built around three priorities. Firstly, augmenting the consumer experience with personalised, AI-powered beauty tools. Secondly, empowering teams to work smarter and more creatively at scale, from marketing to research and innovation. Thirdly, building AI capability across its entire organisation, with 73,000 employees already trained in generative AI and equipped with internal tools like L’OréalGPT and personal AI companions.
