L’Oréal Paris launches game-changing AI assistant 'Beauty Genius'

L’Oréal Paris is tackling one of beauty’s biggest modern dilemmas: too many products, not enough clarity. With 70% of consumers feeling overwhelmed by the sheer volume of skincare, makeup or haircare options, the brand has begun the rollout of the solution - Beauty Genius.

Unveiled last year at the Viva Technology show in Paris, Beauty Genius is an AI-powered personal beauty assistant designed to deliver expert guidance. It promises to revolutionise how consumers interact with beauty products and routines by offering 24/7 personalised support directly from their phones.

Leveraging generative AI alongside augmented reality, computer vision and advanced colour science, the tool draws on L’Oréal Paris’s vast proprietary database, covering everything from clinical research and product formulations to ingredient education and social media insights, to deliver a hyper-personalised, expert-backed experience.

At the heart of Beauty Genius is a powerful diagnostic engine that can analyse over ten different skin parameters using high-tech selfies, while also interpreting users’ answers to questions to understand their beauty goals and challenges. The tool then delivers customised product recommendations and beauty routines from a library of more than 750 L’Oréal Paris products spanning skincare, haircare, makeup and hair colour.

Designed for privacy and ease, Beauty Genius also serves as a discreet Q&A partner, answering personal beauty questions,  including those many may feel uncomfortable asking in-store, such as queries about sensitive skin conditions or hair loss.

The brand shared in a statement. "We strengthen our mission to empower women through pioneering products and services, enabling them to ask various questions about beauty."

Beauty Genius will also be available via WhatsApp in 2026.