L’Oréal partners with OpenAI to pioneer AI applications in the global beauty sector
This move extends L’Oréal’s consumer experience, research and marketing operations to accelerate beauty’s digital transformation.
USA – L’Oréal and OpenAI, the AI research and deployment company behind ChatGPT, which now counts more than 900 million weekly users, have unveiled a landmark partnership at VivaTech 2026 that they describe as a defining inflection point in beauty’s AI-driven transformation.
The alliance is structured around two main pillars: AI‑enhanced consumer journeys geared toward agentic, AI‑native commerce, and AI‑powered métiers spanning research, science and marketing, positioning OpenAI as a core technology partner in L’Oréal’s broader Transformative AI roadmap.
On the consumer side, Maybelline New York will integrate Makeup Virtual Try‑On directly into ChatGPT using L’Oréal’s ModiFace technology, enabling users to explore and test makeup looks in real time via conversational interactions.
L’Oréal will also collaborate with OpenAI to improve product discovery for its portfolio within ChatGPT in the United States, surfacing brands from Lancôme to Kérastase more intelligently with richer signals at the moment of search and consideration.
In addition, SkinCeuticals, CeraVe and Garnier are participating in a global ChatGPT advertising pilot designed to pioneer AI‑native ad experiences that reach consumers precisely at the point of intent and purchase.
Emmanuel Marill, Managing Director for EMEA at OpenAI , stated, “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.”
Across its internal métiers, L’Oréal is adopting GPT‑Rosalind, OpenAI’s dedicated life‑sciences reasoning model, to analyze the skin microbiome, home to millions of beneficial microorganisms, at an unprecedented scale, identifying helpful bacteria to accelerate the development of a new generation of natural, high‑efficacy skincare formulations, beginning with La Roche‑Posay.
OpenAI’s latest model will also underpin CreAItech, L’Oréal’s proprietary generative AI content platform for beauty, which can produce image and video assets steeped in each brand’s heritage, serving as a force multiplier for human creativity rather than a replacement.
The announcement comes as L’Oréal celebrates 10 years at VivaTech, Europe’s leading technology and innovation showcase, where the group is highlighting how it is redefining the future of beauty through the combined forces of science, technology and creativity.
The OpenAI partnership is positioned as a pivotal milestone within L’Oréal’s Transformative AI strategy, which rests on three priorities: first, elevating the consumer journey through personalized, AI‑driven beauty services and tools; second, enabling teams across marketing, research and innovation to work more intelligently and creatively at scale; and third, embedding AI capabilities across the entire organization.
To support this, L’Oréal has already trained 73,000 employees in generative AI and equipped them with internal solutions such as L’OréalGPT and personal AI companions, laying the cultural and technical groundwork for AI to become a pervasive, everyday driver of value in the business.
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