AI, But Make It Glam

AI, But Make It Glam

L'Oréal is bringing Maybelline's virtual makeup try-on to ChatGPT, so now AI can help with your eyeliner before it helps with your essay.

Announced at VivaTech 2026, the OpenAI-L'Oréal tie-up goes well beyond lipstick selfies: it includes shopping, product discovery, ads, research, and internal AI tools. Maybelline's feature runs on ModiFace, L'Oréal's AR beauty tech, meaning you can test looks in chat instead of sacrificing your real face to bad shade choices.

Behind the mascara, L'Oréal is also using OpenAI for skin research, formulation, and content creation, while training 73,000 employees in generative AI. In short: ChatGPT is no longer just answering questions - it's apparently doing glam, science, and corporate brand management too.


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