L'Oréal has announced an alliance with OpenAI, the company that created ChatGPT, with which it reinforces its commitment to artificial intelligence as a central axis of its business strategy. The agreement has been presented as a "historic collaboration" and described by the group itself as "a defining moment in the transformation of beauty in the AI era," it was announced within the framework of VivaTech 2026, the annual technology fair where L'Oréal also celebrates its tenth consecutive presence at the event.
The collaboration is structured around two main lines of action. The first directly affects the consumer: Maybelline New York will integrate its virtual makeup tool, developed on L'Oréal's ModiFace technology, directly into ChatGPT, allowing users to try on looks in real time from the platform itself. In addition, the group will work with OpenAI to improve product discovery within ChatGPT in the US market, with a reinforced presence of brands such as Lancôme or Kérastase.
The second line points to the interior of the company. Through GPT-Rosalind, OpenAI's life sciences reasoning model, L'Oréal is mapping the skin microbiome and identifying beneficial bacteria to accelerate the development of the next generation of skin care products, starting with La Roche-Posay. Likewise, OpenAI's technology will power CreAItech, L'Oréal's internal generative content platform, capable of creating images and videos for marketing campaigns.
For Asmita Dubey, Chief Digital and Marketing Officer of the group, this alliance responds to an internal conviction: "At L'Oréal we believe that we can demand more from AI to empower our consumers, our areas of expertise such as marketing and research, and our employees. Our collaboration with OpenAI structurally supports this ambition to bring new solutions within the beauty vertical."
From the technological side, Emmanuel Marill, General Manager for EMEA at OpenAI, highlighted the group's trajectory as a natural starting point for this collaboration: "L'Oréal has long combined science, creativity and technology to shape the future of beauty. We are delighted to work with their teams on this new chapter, from accelerating research and innovation to creating more useful and intuitive experiences for consumers."
The agreement comes at a time when AI is reshaping the cosmetics sector at all levels, from formulation to point of sale, and confirms that L'Oréal does not want to be just a spectator of this transformation, but one of its architects.