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For the French cosmetics giant, this is a step toward integrating new digital tools into key business processes. The company notes that consumers are increasingly turning to AI assistants rather than traditional search engines to find products.
As part of this partnership, L’Oréal plans to strengthen its brands’ presence within the ChatGPT ecosystem, primarily in the U.S. market. The goal is to improve the visibility of products from brands such as Lancôme and Kérastase through enhanced digital signals.
Another area of focus is testing new features for consumers. The Maybelline brand is working on integrating a virtual makeup try-on tool directly into ChatGPT.
At the same time, SkinCeuticals, CeraVe, and Garnier are participating in a pilot project to test advertising formats within generative AI models. The project aims to explore new ways for brands to interact with users in a conversational environment.
A large-scale rollout of AI tools is also underway within the company. According to L’Oréal, more than 73,000 employees have already been trained to work with generative AI and are using internal solutions, including the L’OréalGPT platform and digital assistants.
Artificial intelligence is also being integrated into scientific research. The La Roche-Posay division is testing the GPT Rosalind model to analyze the skin microbiome and accelerate the development of new skincare formulas.
In addition, L’Oréal is developing the CreAItech platform, which integrates generative models and creative processes within the company.
OpenAI notes that its collaboration with L’Oréal aims to expand the use of AI in the beauty industry — from research to consumer services.
Against the backdrop of this agreement, other players in the luxury market are also strengthening their technological initiatives. In particular, LVMH is expanding its partnership with Google Cloud.
In 2025, L’Oréal, which owns more than 40 brands, reported revenue of over 44 billion euros.
