The L’Oréal Group and AI developer OpenAI have announced a partnership for the beauty industry at the VivaTech 2026 technology fair in Paris. According to the companies, the collaboration focuses on two areas: firstly, AI-supported customer journeys from the initial awareness of a product through to purchase, and the use of ‘Agentic Commerce’, in which AI agents take over the shopping process. Secondly, it involves AI-powered applications across various professional fields, ranging from research and science to marketing. OpenAI is acting as a key partner in L’Oréal’s roadmap for transformative AI, according to the French cosmetics group.

Virtual make-up trials and skin mapping

Among other things, the Maybelline New York brand is set to integrate virtual make-up trials directly into ChatGPT. L’Oréal also plans to work with OpenAI to improve product search for brands such as Lancôme and Kérastase within ChatGPT in the US. SkinCeuticals, CeraVe and Garnier will be part of a pilot project in which advertising is generated the moment consumers show purchase intent and buying behaviour. At the same time, the skin microbiome is to be mapped using GPT-Rosalind, a model designed for the life sciences. The aim is to identify beneficial bacteria in order to accelerate the development of skincare products. According to the company, L’Oréal has already trained 73,000 employees in generative AI and equipped them with tools such as L’OréalGPT and personal AI assistants.

Digital hair twins and skin modelling

L’Oréal also celebrated its tenth anniversary at VivaTech and, under the theme ‘Beauty Odyssey’, presented further digital and AI-powered beauty solutions, such as AI-powered diagnostic tools for personalised skincare. The aim, it was stated, is to make beauty care a more immersive experience through technology and to better meet individual needs. “Our innovations demonstrate what is possible when more than a century of expertise in beauty science meets technology, data and AI – from algae biotechnology and LED innovations to digital hair twins and preventive skin modelling,” said Barbara Lavernos, Deputy Managing Director for Research, Innovation and Technology at the L’Oréal Group.

Source: L’Oréal