L’Oréal and OpenAI have announced a wide-ranging collaboration at VivaTech 2026, structured around two priority areas: agentic commerce through AI-powered consumer journeys, and AI integration across L’Oréal’s core functions, from scientific research to marketing and content creation.
On the consumer side, Maybelline New York will bring its Makeup Virtual Try-On, built on L’Oréal’s ModiFace technology, directly into ChatGPT, allowing users to test makeup looks conversationally. L’Oréal will also work with OpenAI to improve product discoverability within ChatGPT in the US for brands ranging from Lancôme to Kérastase, while SkinCeuticals, CeraVe and Garnier join a global ChatGPT ad pilot exploring AI-native advertising tied to real-time consumer intent.
On the science side, L’Oréal is using GPT-Rosalind, OpenAI’s life sciences reasoning model, to map the skin microbiome at scale, aiming to identify beneficial bacteria that could speed up the development of natural, effective skincare, starting with La Roche-Posay. OpenAI’s latest model will also power CreAItech, L’Oréal’s internal GenAI content platform for generating brand-aligned imagery and video.
Asmita Dubey, Chief Digital and Marketing Officer at L’Oréal, said the partnership reflects the company’s ambition to push AI further across its consumer, marketing and research functions. Emmanuel Marill, MD for EMEA at OpenAI, framed the collaboration as the next chapter in L’Oréal’s long-standing mix of science, creativity and technology.
The partnership is anchored in three priorities: sharpening personalised consumer tools, helping teams work more efficiently, and scaling AI literacy internally, building on the 73,000 employees already trained on tools like L’OréalGPT.
