L'Oréal teams with OpenAI to launch AI‑powered beauty advisor

L'Oréal and OpenAI announced a partnership at the VivaTech exhibition in Paris to embed artificial‑intelligence tools into the cosmetics brand’s consumer experiences. The collaboration will enable AI agents on platforms such as WhatsApp and ChatGPT to give personalized skincare routines, recommend products, and let users virtually try on makeup in real time, starting with Maybelline New York using L'Oréal’s ModiFace technology.

The firms also plan to use a specialised OpenAI model, GPT‑Rosalind, to map the skin microbiome and identify beneficial bacteria, a capability highlighted by La Roche‑Posay. In the United States, the integration will allow L'Oréal products to be discovered directly within ChatGPT, with boosted visibility for brands like Lancôme and Kérastase.