L'Oréal partners with OpenAI to drive AI innovation in beauty

L'Oréal has announced a collaboration with ChatGPT's parent company OpenAI to mark a "defining moment in beauty's transformation in the age of AI".  

The partnership, unveiled at VivaTech in Paris on June 17, encompasses two domains.

On one hand L'Oréal is looking to create more immersive AI-powered consumer journeys through agentic commerce, and on the other it is looking to expand AI-powered internal capabilities to improve its research, science and marketing functions.

The consumer-facing element will see Maybelline New York be the first to bring the company's Makeup Virtual Try-On directly to ChatGPT, likely launching this summer. According to the brand this will be "pioneering a new way for consumers to discover and try makeup looks in real time through AI-powered conversation."

L'Oréal's brands SkinCeuticals, CeraVe and Garnier are separately also taking part in a global ChatGPT ad pilot that is looking to create "AI-native advertising at the moment of consumer intent and commerce."

Beyond the consumer journey, L'Oréal will use GPT-Rosalind, OpenAI's purpose-built life sciences reasoning model, to map the skin microbiome for La Roche-Posay, identifying beneficial bacteria to inform future skincare development.

OpenAI's latest model will also power CreAItech, L'Oréal's in-house generative AI content platform for imagery and video.

The beauty conglomerate, which recently reported full year 2025 sales of €44.05 billion £38.3 billion, said 73,000 employees have already been trained in generative AI and equipped with internal tools including L'OréalGPT.

"At L’Oréal, we believe we can be more demanding of AI to augment our beauty consumers, our metiers such as Marketing and Research and our employees," said Asmita Dubey, Chief Digital and Marketing Officer at L’Oréal.

"Our collaboration with OpenAI structurally supports this ambition to bring new solutions within beauty vertical," she added.

"L’Oréal has long combined science, creativity and technology to shape the future of beauty," commented Emmanuel Marill, MD for EMEA at OpenAI.

"We’re excited to be working with their teams to support that next chapter, from accelerating research and innovation to helping employees work in new ways and creating more useful, intuitive experiences for consumers," he added.