At the VivaTech in Paris, L’Oréal Announces a Strategic Partnership With OpenAI
By Eva Morletto18 juin 2026
Yesterday, June 17, 2026, L’Oréal took a new step forward by unveiling a strategic partnership with OpenAI. More than just a technological collaboration, this alliance illustrates the world’s leading beauty company’s ambition to make artificial intelligence a central driver of its growth.
The VivaTech trade show is often an opportunity for major corporations to announce new advances in their technological transformation. Announced on June 17 during the event, this initiative centers on two main areas for L’Oréal.
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AI to Enhance the Customer Experience and Research
The first focuses on the consumer experience, with the goal of developing a new form of “agent-based” sales, in which AI guides the user throughout their purchasing journey.
For example, the Maybelline brand will integrate ModiFace’s virtual try-on technology directly into ChatGPT, allowing consumers to test makeup looks while conversing with the AI. L’Oréal will also work with OpenAI to boost the visibility of certain brands in its portfolio, such as Lancôme and Kérastase, by optimizing their presence in recommendations generated by ChatGPT.
The second focus area touches on the company’s core business: scientific research. With the help of GPT-Rosalind, an AI model specialized in the sciences, L’Oréal intends to accelerate its research on the skin microbiome in order to develop a new generation of innovative dermatological skincare products, particularly for La Roche-Posay.
Artificial Intelligence: A Strategic Priority
Financially, the French giant posted record revenue in 2025: 44.05 billion euros, up 4% from the previous year. E-commerce, now accounting for more than 30% of sales, underscores the strategic importance of digital technology within the company and its development strategies.
It’s worth noting that L’Oréal’s commitment to AI is nothing new. The company has reported that it has already trained more than 73,000 employees in generative AI. However, the group is not alone in this field. Estée Lauder is collaborating with Google Cloud to develop virtual advisors capable of recommending fragrances, while the Coty Group is expanding its initiatives in predictive marketing and AI-assisted content creation.
In an increasingly competitive global beauty market, artificial intelligence is now emerging as a key factor, as strategic as scientific research or the power of brand image.
Key Points:
• L’Oréal announced at VivaTech 2026 a strategic partnership with OpenAI, confirming the integration of AI into its growth strategy.
• AI will be used both to enhance the customer experience (virtual try-ons, product recommendations) and to accelerate scientific research in cosmetics.
• The group, which generated €44.05 billion in revenue in 2025, is already heavily investing in AI, with more than 73,000 employees trained and a rapidly expanding digital ecosystem.
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