Omi, the 3D GenAI virtual photo and video pioneer, today announces a partnership with L’Oréal, marking a milestone in retail’s shift toward 3D AI-generated product imagery. VivaTech 2025 will see L’Oréal demo a new design workflow powered by Omi’s latest 3D AI capabilities, showcasing how brands can create hyper-realistic product visuals at scale.
Launched in Paris by brothers Hugo Borensztein, a former Meta exec, and Paul Borensztein, a Zenly/ Payfit Engineer, Omi is the only platform of its kind currently trusted by leading beauty and cosmetics brands to be used for full-scale production. A key differentiator is its ability to convert physical products into ultra-realistic digital twins in 3D – capturing intricate details like reflections, shadows and surface textures, with precision from every angle – to generate unlimited, pixel-perfect product visuals in under two minutes.
L’Oréal is using Omi to generate high quality, on-brand visuals in minutes
The Omi integration is a crucial component of L’Oréal’s workflow and part of the brand’s GenAI Beauty Content Lab, CREAITECH, designed to augment creativity. As part of this workflow, Omi allows L’Oréal to streamline its image creation process, accelerate product launches, and save significant time and production costs.
At L’Oréal’s VivaTech booth, attendees will experience the full creative workflow firsthand via interactive iPads. The demo will walk through each stage of the content production journey, which includes background generation via Adobe Firefly, product integration via Omi, and image-to-video conversion via Google Veo.
Omi’s market differentiation and PhotoDrop launch
Unlike traditional image editing or 2D AI tools, Omi uses proprietary 3D generative technology to create photorealistic scenes where actual product models are placed into dynamic environments – with realistic shadows, highlights, and reflections. Unlike competitors, Omi is not just a design tool – it is a full workflow, enabling non-technical users and marketing teams to generate professional-grade images, collaborate on them in real time, and publish them with ease.
With its new PhotoDrop feature, brands can upload or generate their own background images and seamlessly drop in, scale, and reposition 3D product models, all in minutes, with studio-quality results. While a 2D approach simply overlays a 2D image over a 2D background, PhotoDrop turns the 2D background into a hyperrealistic 3D scene, with accurate scene geometry and lighting, camera properties, and embedded product positioning. The new feature will also enable brands to leverage existing photoshoot assets, reusing their existing scenes with updated products.
Omi renders are fully on-brand, IP-safe, and controlled by the brand, which is crucial for brands with high visual quality standards and copyright concerns.
“As online retail becomes more competitive, speed and quality in product visuals have become critical,” said Hugo Borensztein, founder & CEO of Omi. “Unlike competitors, we are not in the demo stage: we are already trusted by leading beauty brands with the most advanced visual content workflows in the world. L’Oréal is an exciting partnership for us – they’re pushing the boundaries of retail innovation, and together we’re showing the industry how AI can elevate not just efficiency, but the quality and creativity of visual content.”
Omi’s growth and vision for a new marketing category
Omi serves more than 700 businesses across the beauty, skincare, FMCG and beverage sectors, including Clarins, Nestle, and Meta. Omi opened its U.S. office in November 2024, and reached $1M ARR in less than five months operating in the market.
The company raised a €13m Series A in 2024, led by Dawn Capital, with participation from Founders Future and the former international president at Adobe, among others.
Omi’s future plans include the launch of VideoDrop, which will introduce PhotoDrop capabilities to video. The company’s vision also extends beyond image creation, with plans to roll out a ‘learning loop’ feature for marketers that leverages data and insights on how a piece of content performs, to optimise future marketing visuals.
