ParisJune 22, 2026 /PRNewswire/ — L’Oréal, the global leader in beauty, and OpenAI, the AI research and application company behind ChatGPT—the world’s most widely used AI platform with over 900 million weekly active users—officially announced a strategic partnership at the 2026 VivaTech conference. This landmark collaboration marks a new phase in the transformation and upgrade of the beauty industry in the AI era.
The partnership initially focuses on two core areas: first, revitalizing consumer experiences with AI, moving toward AI agentic commerce; and second, empowering business divisions with AI, covering everything from R&D innovation to marketing. This collaboration represents a key step in L’Oréal’s AI transformation blueprint, with OpenAI serving as its foundational partner.
AI-Revitalized Consumer Experiences and AI-Native Commerce:
- Maybelline will leverage L’Oréal’s ModiFace virtual try-on technology to integrate the “Makeup Virtual Try-On” feature directly into ChatGPT, creating a new way for consumers to explore makeup looks and experience effects in real time through AI conversations.
- L’Oréal will collaborate with OpenAI to enhance product discovery capabilities for its brands within ChatGPT in the U.S. market. By amplifying product signals, this will help consumers more efficiently learn about L’Oréal’s portfolio, from Lancôme to Kérastase.
- SkinCeuticals, CeraVe, and Garnier have already joined global ChatGPT advertising pilot projects, exploring innovative AI-native advertising models to reach consumers at the moment of need and purchase intent.
AI-Empowered Business Divisions, from R&D to Marketing:
- Using GPT-Rosalind, OpenAI’s reasoning model designed for life sciences, L’Oréal is conducting skin microbiome research at an unprecedented scale. This involves analyzing millions of beneficial microorganisms and identifying healthy bacterial strains to accelerate the development of next-generation, natural yet effective skincare technologies. Initial applications will begin with La Roche-Posay.
- Additionally, OpenAI’s latest models will power CreAItech, L’Oréal’s internal generative AI content platform. This platform can generate high-quality images and videos tailored to brand identity, enhancing creative imagination.
“At L’Oréal, we believe we can expect more from AI to empower our beauty consumers, our marketing and R&D business divisions, and all our employees,” said Asmita Dubey, Chief Digital and Marketing Officer of L’Oréal Group. “Our partnership with OpenAI provides the structural foundation for this vision, helping us create new solutions tailored to the beauty vertical.”
“L’Oréal has long been shaping the future of beauty by deeply integrating science, imagination, and technology,” said Emmanuel Marill, General Manager of OpenAI for Europe, the Middle East, and Africa (EMEA). “We are excited to embark on this new chapter with the L’Oréal team, accelerating R&D and innovation, helping employees explore new ways of working, and delivering more practical and seamless experiences for consumers.”
This announcement is part of L’Oréal’s presence at the 2026 VivaTech conference. This year marks L’Oréal’s tenth consecutive participation in Europe’s largest technology and innovation event. L’Oréal continues to demonstrate how it is shaping the future of beauty through science, technology, and imagination.
The partnership with OpenAI is also a significant milestone in L’Oréal’s broad AI transformation blueprint. This strategy revolves around three key priorities: first, revitalizing consumer experiences with AI through personalized, intelligent beauty tools; second, empowering business divisions with AI, from marketing to R&D and innovation, enabling teams to collaborate more efficiently and creatively at scale; and third, comprehensively enhancing the organization’s AI capabilities, with 73,000 employees already trained in generative AI and equipped with internal tools including L’Oréal GPT and personal AI assistants.