L'Oréal and OpenAI Announce Collaboration to Transform the Beauty Industry with AI

L'Oréal Group (Paris), the world's largest cosmetics manufacturer, announced a groundbreaking collaboration with OpenAI, the AI research and development company behind ChatGPT—a platform used by over 900 million users weekly—on June 17 local time at Viva Technology 2026, Europe's premier technology and innovation event. This partnership symbolizes a transformative shift in the beauty industry in the AI era.

The collaboration focuses on two key areas: creating new consumer experiences for 'agentic commerce' (autonomous commerce) powered by AI, and transforming professional operations (métiers) from research and development to marketing through AI integration. This strategic alliance positions OpenAI as a foundational partner in L'Oréal’s 'Transformative AI' roadmap, marking a significant milestone in the company’s digital evolution.

AI-Driven Consumer Experience and AI-Native Commerce

Maybelline New York will directly offer its 'Makeup Virtual Try-On' feature, powered by L'Oréal’s ModiFace technology, within ChatGPT. This enables consumers to engage in real-time conversations with AI to receive personalized makeup recommendations and instantly try them on—an unprecedented user experience.

L'Oréal will collaborate with OpenAI to enhance the discoverability of its products within ChatGPT in the United States. This will ensure smoother and more accurate access to information across a wide range of brands, from Lancôme to Kérastase.

Skincare brands SkinCeuticals, CeraVe, and Garnier will participate in ChatGPT’s global advertising pilot program, pioneering 'AI-native advertising' that aligns with consumers’ purchase intent and decision-making moments.

Transforming Expertise (Métiers) with AI from R&D to Marketing

L'Oréal is leveraging OpenAI’s life sciences-specialized reasoning model, 'GPT-Rosalind,' to map the 'skin microbiome'—the community of millions of beneficial microorganisms on the skin—at an unprecedented scale. By identifying beneficial bacteria, L'Oréal aims to accelerate the development of natural and effective next-generation skincare products, starting with La Roche-Posay.

Additionally, L'Oréal will integrate OpenAI’s latest models into its proprietary generative AI beauty content creation platform, 'CreAItech.' This will enable the generation of high-quality images and videos that reflect each brand’s heritage and creative universe, further augmenting human creativity.

Asmita Dubey, Chief Digital & Marketing Officer at L'Oréal, commented:

"At L'Oréal, we hold AI to a higher standard, believing it can expand possibilities not only for beauty-loving consumers but also for our teams in marketing, R&D, and every employee. Our collaboration with OpenAI strongly supports our mission to create new solutions in the beauty space at both organizational and systemic levels."

Emmanuel Marill, Managing Director for EMEA at OpenAI, stated:

"L'Oréal has long shaped the future of beauty by blending science, creativity, and technology. We are delighted to support the company’s next chapter—from accelerating research and innovation to enabling new ways of working for employees and creating more convenient, intuitive experiences for consumers."

This announcement is part of L'Oréal’s participation in Viva Technology 2026, Europe’s largest tech and innovation event. Marking its 10th anniversary at the event, L'Oréal is showcasing how it is shaping the future of beauty through science, technology, and creativity.

The partnership with OpenAI represents a key milestone in L'Oréal’s 'Transformative AI' roadmap, which is structured around three priorities:

Expanding consumer experience: Delivering personalized, AI-powered beauty tools.

Empowering teams: Supporting teams across marketing, R&D, and innovation to achieve smarter, more creative outcomes.

Building organization-wide AI capability: Over 73,000 L'Oréal employees have already completed generative AI training and are using internal tools like 'L'Oréal GPT' and personal AI companions.

◾️ About L'Oréal Group For 117 years, L'Oréal has been a leader in the beauty and cosmetics industry, dedicated to meeting the beauty aspirations and needs of consumers worldwide. The company’s purpose, 'Creating the Beauty that Moves the World,' reflects its holistic commitment to contributing through beauty in a sustainable, inclusive, ethical, and generous manner to both society and the environment. With a diverse and extensive portfolio of brands, including 40 international brands, and through its 'L'Oréal for the Future' sustainability program, the company celebrates the infinite diversity of beauty and delivers the highest standards of quality, efficacy, safety, integrity, and responsibility to people around the world. L'Oréal employs over 90,000 people, maintains a geographically balanced presence, and operates across all distribution channels (e-commerce, mass market, department stores, pharmacies, salons, brand stores, and travel retail). In 2025, the group’s sales reached €44.05 billion. With 21 research and innovation centers in 13 countries, employing over 4,000 scientists and more than 8,000 digital talents, L'Oréal is committed to shaping the future of beauty and advancing beauty technology.

In 2025, L'Oréal Group was named the 'Most Innovative Company in Europe' by Fortune magazine in a ranking of 300 European companies, selected from 21 countries and 16 industries.

For more information, please visit https://www.loreal.com/en/mediaroom.