L'Oréal Group has announced a strategic collaboration with OpenAI at Viva Technology 2026 in Paris, integrating ChatGPT into beauty retail and R&D. With over 900 million weekly active users, ChatGPT will serve as a new consumer touchpoint for virtual makeup try-ons, product discovery, and purchase, while also powering skin microbiome research and AI-driven content creation.
Partnership scope: consumer experience and commerce
Maybelline New York will leverage L'Oréal's AR beauty technology 'ModiFace' to enable virtual makeup try-ons directly within ChatGPT. Consumers can explore and apply makeup looks in real time through AI conversation. SkinCeuticals and CeraVe will join a global ChatGPT advertising pilot program, testing AI-driven ad formats that guide consumers from discovery to purchase. In the United States, L'Oréal will enhance product discovery features within ChatGPT for brands such as Lancôme and Kérastase.
R&D acceleration: GPT-Rosalind for skin microbiome analysis
L'Oréal will deploy OpenAI's life-science reasoning model 'GPT-Rosalind' to analyze the skin microbiome at scale, identify beneficial bacteria, and accelerate next-generation skincare development. This marks a deeper integration of AI into L'Oréal's research pipeline.
Marketing and content creation
OpenAI's latest models will be integrated into L'Oréal's internal generative AI content platform 'CreaitTech', enabling the production of brand-consistent images and videos. The company has already trained 73,000 employees globally on generative AI and built an internal AI ecosystem including 'L'Oréal GPT' and personal AI assistants.
What buyers should watch
For distributors and clinic buyers, this partnership signals a shift in how beauty brands engage consumers and develop products. ChatGPT as a commerce channel could reshape online retail dynamics, while AI-driven microbiome research may lead to new active ingredients and formulations. L'Oréal's investment in AI-native tools also suggests that suppliers of AR/VR beauty tech, AI training data, and digital content platforms may see increased demand from major beauty groups.
Additional technology showcases at VivaTech
L'Oréal also unveiled 'Hair Digital Twin', a virtual hair model based on the world's largest hair database that triples molecular screening speed. In skin longevity science, a collaboration with the University of Oregon produced a 3D-bioprinted aged skin tissue model for pre-clinical testing of formula efficacy on skin repair and regeneration.
Emmanuel Marill, OpenAI's EMEA head, said: "L'Oréal has long combined science, creativity, and technology to shape the future of beauty. We are proud to join their journey to accelerate research innovation, boost employee productivity, and deliver intuitive consumer experiences."
Asmita Dubey, L'Oréal Group's Chief Digital and Marketing Officer, added: "This collaboration with OpenAI is a critical foundation for realizing L'Oréal's vision of introducing new AI-powered solutions to the beauty industry."
Source: Read the original report | Published: June 19, 2026