THE WHAT? L’Oréal and OpenAI have announced a strategic collaboration aimed at transforming beauty through artificial intelligence, spanning consumer experiences, product discovery, scientific research, marketing, and content creation.
THE DETAILS Unveiled at VivaTech 2026, the partnership centres on two key areas: AI-powered consumer journeys and AI-powered business functions across research, science, and marketing.
On the consumer side, Maybelline New York will integrate its virtual makeup try-on technology directly into ChatGPT using L’Oréal’s ModiFace platform, enabling users to discover and test makeup looks through AI-driven conversations. L’Oréal will also enhance product discovery for brands including Lancôme and Kérastase within ChatGPT in the US market, while SkinCeuticals, CeraVe, and Garnier will participate in OpenAI’s global ChatGPT advertising pilot, designed to connect brands with consumers at the point of intent and purchase.
Within research and innovation, L’Oréal will use OpenAI’s GPT-Rosalind life sciences reasoning model to analyse the skin microbiome at scale, helping identify beneficial bacteria and accelerate the development of next-generation skincare products, beginning with La Roche-Posay. OpenAI’s latest models will also support CreAItech, L’Oréal’s in-house generative AI content platform, which creates brand-aligned imagery and video to support marketing and creative teams.
The collaboration builds on L’Oréal’s broader Transformative AI strategy, which includes AI-powered consumer tools, workforce productivity initiatives, and company-wide AI adoption. The company says 73,000 employees have already been trained in generative AI and equipped with internal tools such as L’OréalGPT and AI assistants.
THE WHY? L’Oréal is leveraging AI to enhance consumer engagement, accelerate scientific discovery, streamline content creation, and improve productivity across the organisation. The partnership reflects the company’s ambition to embed AI throughout its value chain while creating more personalised, intuitive, and innovative beauty experiences.
Source: L’Oréal
