Global cosmetics firm L’Oréal has revealed a fresh partnership with artificial intelligence firm OpenAI. Announced at the VivaTech 2026 event in Paris, the deal establishes OpenAI as a key partner in the beauty company’s corporate technology strategy. The venture will focus on two core operational areas, covering consumer retail journeys and internal scientific research.
Under the commercial side of the agreement, Maybelline New York will deploy a virtual makeup testing tool directly inside ChatGPT, utilising L’Oréal’s existing ModiFace technology. The parent company also plans to optimise how its brands, including Lancôme and Kérastase, appear within ChatGPT search queries in the US market. Furthermore, brands such as SkinCeuticals, CeraVe and Garnier will take part in a global ChatGPT native advertising pilot scheme.
On the research and development side, L’Oréal will employ GPT-Rosalind, a specialised reasoning model designed by OpenAI for the life sciences sector. Scientists intend to use the system to analyse the human skin microbiome to isolate specific bacteria, with initial research feeding into product formulation for La Roche-Posay. Additionally, OpenAI models will power CreAItech, an internal generative AI platform used by L’Oréal to create promotional imagery and videos.
“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.
The announcement coincides with L’Oréal’s tenth appearance at VivaTech, where the French conglomerate is highlighting its broader digital integration plans. The company has already provided generative AI training to 73,000 workers, who currently use internal tools such as L’OréalGPT and specialised virtual assistants.
“L’Oréal has long combined science, creativity and technology to shape the future of beauty”, said 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.”
The financial terms of the multi-year partnership were not disclosed.
