CLICHY, France – L’Oréal and OpenAI announced a major collaboration at VivaTech 2026 to advance artificial intelligence across consumer beauty experiences, scientific research, and business operations.
The partnership focuses on two strategic areas: AI-powered consumer journeys and commerce, and AI-powered applications across research, science, and marketing. Among the first initiatives, Maybelline New York will integrate virtual makeup try-on capabilities into ChatGPT using L’Oréal’s ModiFace technology. The company will also enhance product discovery within ChatGPT for brands including Lancôme and Kérastase in the U.S.
Additionally, SkinCeuticals, CeraVe, and Garnier are participating in a global ChatGPT advertising pilot designed to connect brands with consumers at moments of shopping intent.
On the research front, L’Oréal is using GPT-Rosalind, OpenAI’s life sciences reasoning model, to map the skin microbiome and identify beneficial bacteria that could accelerate the development of next-generation skincare products, starting with La Roche-Posay. OpenAI’s latest model will also power CreAItech, L’Oréal’s in-house generative AI content platform for creating imagery and video while preserving brand heritage.
“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. “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,” said Emmanuel Marill, MD for EMEA at OpenAI. “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.”
While other beauty brands like Estée Lauder, Shiseido, and Coty have invested in AI-driven product suggestions, virtual try-on technology, and marketing tools, L’Oréal’s partnership with OpenAI is notable for its wide scope. This collaboration covers consumer shopping, AI-based advertising, scientific research, and company-wide implementation.
This move further reinforces L’Oréal’s status as a leading adopter of artificial intelligence in the beauty sector. In addition to consumer-focused projects, the company leverages OpenAI’s GPT-Rosalind model to speed up skincare research, highlighting the increasing importance of generative AI in product innovation and retail activities.
The collaboration is part of L’Oréal’s broader Transformative AI roadmap, which focuses on enhancing consumer experiences through personalized, AI-powered beauty tools, enabling employees to work more effectively across functions, and building AI capabilities across the organization. The company said that 73,000 employees have already been trained in generative AI and equipped with internal tools, including L’OréalGPT and personal AI companions.
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