L’Oréal partners with OpenAI to bring AI

L’Oréal has announced a strategic collaboration with OpenAI aimed at integrating advanced artificial intelligence capabilities across consumer experiences, scientific research and internal business operations, marking one of the beauty industry's most ambitious AI initiatives to date.

The partnership, unveiled at VivaTech 2026 in Paris, is designed around two key areas: enhancing consumer engagement through AI-powered commerce and accelerating innovation across research, marketing and content creation. As part of the collaboration, consumers will soon be able to virtually try on makeup products from Maybelline New York directly within ChatGPT.

Powered by L’Oréal’s ModiFace technology, the feature will allow users to explore and visualize makeup looks through conversational AI, creating a more interactive and personalized shopping experience. L’Oréal will also work with OpenAI to improve product discovery for its portfolio of beauty brands within ChatGPT in the United States.

The initiative is expected to help consumers more easily find products across brands including Lancôme and Kérastase while engaging with AI-powered recommendations. The partnership extends into emerging forms of digital advertising as well. SkinCeuticals, CeraVe and Garnier are participating in OpenAI’s ChatGPT advertising pilot, which is exploring new ways for brands to connect with consumers at moments of product discovery and purchase intent.

Beyond consumer-facing applications, the two companies are collaborating on scientific research. L’Oréal will use GPT-Rosalind, OpenAI’s life sciences-focused reasoning model, to study the skin microbiome at a much larger scale. The company believes the technology can help identify beneficial microorganisms and accelerate the development of future skincare products, beginning with innovations for La Roche-Posay.

OpenAI’s latest AI models will also be integrated into CreAItech, L’Oréal’s internal generative AI content platform. The system is designed to support the creation of images and videos while preserving each brand’s unique identity, enabling creative teams to scale content production without sacrificing brand consistency. The announcement underscores L’Oréal’s broader strategy to embed artificial intelligence throughout its organization.

The company has been investing heavily in AI tools to personalize consumer experiences, streamline workflows and enhance research capabilities. According to L’Oréal, more than 73,000 employees have already been trained in generative AI and have access to internal platforms such as L’OréalGPT and AI-powered digital assistants.

Asmita Dubey, Chief Digital and Marketing Officer at L’Oréal, said the collaboration reflects the company’s ambition to use AI not only to improve consumer experiences but also to empower employees and transform core business functions such as marketing and research.

OpenAI’s Managing Director for Europe, the Middle East and Africa, Emmanuel Marill, said the partnership builds on L’Oréal’s longstanding combination of science, creativity and technology, with AI expected to play an increasingly important role in innovation and customer engagement.

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