The integration allows users to test Maybelline New York products through a conversational interface, leveraging the augmented reality capabilities L’Oréal acquired with ModiFace in 2018. Beyond consumer-facing tools, the deal encompasses a broad range of applications, including AI-native advertising pilots for brands like SkinCeuticals and CeraVe, and the deployment of OpenAI’s GPT-Rosalind model to accelerate skin microbiome research for La Roche-Posay.
L’Oréal Integrates ModiFace Virtual Try-On into ChatGPT
At the VivaTech 2026 conference, L’Oréal revealed a sweeping partnership with OpenAI to embed its ModiFace virtual makeup technology directly into ChatGPT. This collaboration marks a significant shift in retail strategy, moving beyond simple product discovery into interactive, AI-driven beauty experiences and advanced scientific research.
L’Oréal is also embedding OpenAI models into CreAItech, its internal generative platform used for content production, to refine brand-specific image and video creation. This initiative follows a wider corporate push that has already seen 73,000 employees trained in generative AI. As e-commerce sales continue to climb—exceeding 30% of total revenue in 2025—the company is positioning its AI-assisted interactions as a primary driver for both consumer engagement and internal formulation science.
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