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Maybelline New York, SkinCeuticals, CeraVe and Garnier are part of the project.
June 17, 2026
By: Lianna Albrizio
Associate Editor
L’Oréal is partnering with OpenAI. The announcement was made at VivaTech 2026.
Officials dub this as a “landmark collaboration” and a “defining moment in beauty’s transformation in the age of AI.”
Today’s announcement is part of L’Oréal’s wider presence at VivaTech 2026. This is L’Oréal Groupe’s 10th anniversary at Europe’s tech and innovation event.
“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 says the partnership is structured around two domains: consumer journeys towards agentic commerce and AI for research and marketing.
Maybelline New York will bring makeup virtual try-on directly to ChatGPT, powered by L’Oréal’s ModiFace technology, to “pioneer” a new way for consumers to discover and try makeup looks in real time through AI-powered conversation, according to L’Oréal.
L’Oréal will work with OpenAI to strengthen L’Oréal product discovery within ChatGPT in USA with enhanced signals for brands from Lancôme to Kérastase.
SkinCeuticals, CeraVe and Garnier are part of the global ChatGPT ad pilot leading AI-native advertising amid modern-day consumer intent and commerce.
Using GPT-Rosalind, OpenAI’s purpose-built life sciences reasoning model, L’Oréal is mapping the skin microbiome at “unprecedented” scale, officials say, identifying beneficial bacteria to accelerate the development of next generation skincare, starting with La Roche-Posay.
OpenAI’s latest model will also power CreAItech, L’Oréal’s in-house GenAI beauty content platform, capable of creating imagery and video with brand heritage, augmenting human creativity.
A reported 73,000 employees are already trained in generative AI and equipped with internal tools like L’OréalGPT and personal AI companions.
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