L’Oréal brings Maybelline virtual try-on to ChatGPT

L’Oréal has announced a collaboration with OpenAI that will add Maybelline New York’s virtual makeup tryon feature to ChatGPT. The announcement was made at VivaTech 2026 and also covers product discovery, advertising pilots, research, and internal content tools. The tryon feature will use L’Oréal’s ModiFace technology, allowing users to test makeup looks through a conversational interface. L’Oréal said the work is part of a wider effort to improve how its brands are presented in ChatGPT in the United States, including labels such as Lancôme and Kérastase. The partnership also extends to research and development. L’Oréal said it is using OpenAI’s GPTRosalind model to study the skin microbiome, beginning with La RochePosay, and to support new skincare product development. The company is also applying OpenAI models in its internal CreAItech content platform for image and video generation, alongside other AI tools used across marketing and employee workflows.