L’Oréal is working with OpenAI to bring a Maybelline virtual makeup try-on feature into ChatGPT, extending the chatbot’s role from conversation into beauty product exploration.

The partnership will allow users to experiment with Maybelline cosmetics in a virtual setting directly within ChatGPT. The move adds a retail-focused capability to the AI assistant and gives L’Oréal another way to connect its brands to consumers through generative AI.

The collaboration centers on Maybelline, one of L’Oréal’s best-known labels. By integrating a try-on tool into ChatGPT, the companies are aiming to make it easier for users to preview makeup products before deciding whether to buy them. The feature is designed to support product discovery and shopping in an interactive format rather than through static images alone.

The announcement reflects a broader trend in consumer technology and retail, where companies are looking for practical ways to combine AI with e-commerce. For beauty brands, virtual try-on tools have become a common method for helping shoppers evaluate shades and styles without visiting a store. Bringing that experience into ChatGPT could make the process more accessible to users who already rely on the chatbot for information and recommendations.

For OpenAI, the deal adds another example of how ChatGPT can be used beyond general-purpose text generation. The company has been expanding the platform’s usefulness through partnerships that place real-world services and products inside the chat experience. In this case, the focus is on beauty retail, with a tool aimed at making product testing more visual and more immediate.

L’Oréal has increasingly positioned itself around digital commerce and AI-driven customer experiences. The company has experimented with technologies that help shoppers choose products online, and the Maybelline integration appears to extend that strategy into one of the most widely used AI interfaces available today.

The source material did not provide details on rollout timing, geographic availability, or technical specifics for the feature. It also did not disclose financial terms or the scope of the companies’ agreement. Still, the partnership signals that consumer brands are increasingly looking at conversational AI as a sales and engagement channel, not just a customer service tool.

The move may also help set expectations for how shopping could evolve inside AI assistants. Instead of sending users to a separate app or website, brands may increasingly embed product experiences directly into chat-based interfaces. For beauty companies, that could mean customers receive recommendations, try products virtually, and move closer to purchase without leaving the conversation.

As companies continue to test new uses for generative AI, partnerships like this one suggest that product discovery could become more personalized and more interactive. L’Oréal and OpenAI are now putting that idea into practice with a Maybelline try-on experience aimed at blending beauty retail with conversational AI.